Mel de Manuka: a gestão do branding que imprimiu a ciência no DNA da marca

Abstract

In the current market context, consumers increasingly seeking to identify a personal relationship with the brand and its products, tools such Branding are highlighted by the market for enabling a brand to demonstrate its value through a more competitive position in the market. The international market for honey, and the growing consumer preference for organic products, brings to Brazilian apiculture the possibility of integrating with business management models to increase the value added of its products. Following the example of the Manuka brand, reference in the world beekeeping chain, which built a brand based on the science behind honey, and gained prominence in the health areas for its high antibacterial activity. In this work, we will present a review on the management of branding that highlighted the honey of Manuka in the world bee market, presenting the crucial role that the positioning of research has in relation to the generation of value of a brand. We identified the characteristics and functions of branding throughout the development of the Manuka brand, and how it was consolidated through the image and value generated by this tool.