Brand Reposition Impact in the Internationalization of Brazilian Foot-Wear Companies: The Havaianas Case

Abstract

New markets, needs, desires and opportunities seem to appear every day on the global stage. This also means an increase in the number of competitors, technological innovations and new purchase alternatives for the consumer. The conquest of these buyers’ preferences therefore becomes the purpose of many companies, to whom brand starts to be seen as an intangible asset – fundamental in attracting the attention of several interest groups; creating an emotional bond with the customer.

The excessive focus given by many organizations to the products and services offered is often limited to their functional and technical characteristics, and has given them the appearance of simple commodities, without any added value. This paper intends to show how is possible to reverse this kind of situation: creating a strong brand, whether in the local or international sphere of action, based in the planning and implementation of integrated actions of the marketing mix variables.

With a case study carried out together with São Paulo Alpargatas (specifically with their sandals business unit which manages the brand Havaianas), the factors that made them one of the biggest Brazilian icons abroad are studied: the associations developed; the communication strategy used; the new position achieved by the brand; and the implementation of a long-lasting strategy.