Olha de novo! A percepção do consumidor sobre as estratégias de rebranding da Avon Brasil.

Abstract

Look again! The consumer's perception of Avon Brasil's rebranding strategies. For a brand to remain competitive, it has become essential to adopt strategies that reverberate in market prominence. The implementation of a rebranding appears as an essential strategy to create a new perception and relationship with its consumers, in addition to boosting its sales. This study aims to analyze the perception of consumers about the aspects of rebranding carried out by Avon Brasil. From a qualitative approach, the adopted data collection technique, through the visual technique (photo-elicitation), was the semi-structured individual interviews. The interviews took place in person and virtually, obtaining a sample of 15 consumers of the brand. The analytical method used was the content analysis. The results showed how the brand's repositioning strategies were effective and managed to reframe consumers' perceptions, especially due to their potential for adapting and valuing beauty and human diversity. In addition, as a result of such strategies, the brand became more prominent and, consequently, attracted new consumers. The study contributes to a better understanding of how rebranding strategies interfere with consumers' perception and brand equity, above all, generating insights for future research involving related topics, as well as the application of the adopted visual technique.