Posicionamento de marca do supermercado Chesini de São Borja após o encerramento de suas atividades

Abstract

The research for this Course Conclusion Paper deals with the topic “Brand Positioning of the Chesini Supermarket in São Borja After the Closure of its Activities”. The general aim of this work was to find out how Supermercado Chesini was positioned in the minds of São Borja consumers after it closed down, i.e. how its positioning contributed to Supermercado Chesini remaining open during its period of operation, since its competition was the multinational Walmart. In this way, we sought to understand how the former Chesini Supermarket gained prominence among the Samborjense population during its activities, as it was supposedly recognized as one of the best retail supermarkets in the city for its quality and service. The strongest brands are those that have developed significant and distinctive images that differentiate them in the minds of consumers. These discriminating factors can be functional, emotional or a combination of both. In the past, functional differences often distinguished strong brands. However, in today's world of technological explosion, the functional and physical differences between competing brands have diminished, and the time advantage enjoyed by a functional innovator has almost completely disappeared.