Gestão estratégica de marcas próprias no setor de varejo: o caso da rede Compre Mais.

Abstract

Nowadays companies operate in a highly competitive field and so they need to find alternative means of survival in order to ensure not only their permanence in the market, but also something that provides them with a competitive advantage. One of the strategies generally adopted is associated to development of new proper brands, which are strongly applied in the retail sector of supermarkets, like that one developed to be used in their own products. This paper aims at identifying the perception of company managers that belong to a chain of small retailers towards the competitive benefits that have been achieved in their own business, resulting from the use of the strategy of proper brands. As regards the method, this research consists of a descriptive case study in the context of a chain of small retailers from Paraiba. The results obtained here show a positive perception of the associated managers in relation to some benefits offered by proper brands in the investigated chain, mainly in the dimensions of Political and Competitive factors. However, it was verified that some variables are not considered beneficial in the opinion of the inquired associated managers. It was possible to conclude that adopting the strategy of proper brand by the investigated chain has improved the performance of the associated companies, and this may be considered a viable strategy so as to make these companies achieve competitive advantage.