Agora é Run More!: um estudo sobre reposicionamento no mercado sob a perspectiva do rebranding

Abstract

This Final Course Project aims to analyze the rebranding strategies applied to well-established brands in the market, using the transition from Rola Moça to Run More as a case study. The research has an exploratory and qualitative approach and includes initial bibliographic studies on branding, rebranding, and naming. For the development of the case study, methods such as documentary research, consultation of online materials, a technical visit to the company under study, and semiotic analysis were applied. In addition, an in-depth interview was conducted with the Marketing Director of Run More, Ana Dullius, allowing a deeper understanding of the challenges and decisions that guided the brand change. The findings show that the rebranding process was carried out gradually and coherently, preserving essential elements of the previous identity. The study highlights that the transformation into Run More resulted from strategic planning, accurate diagnosis, and a focus on international expansion, along with the modernization of visual and communication language. The results indicate that a well-structured rebranding strengthens the brand, expands its reach, and reaffirms its relevance, as long as its history, values, and trajectory are respected. [resumo fornecido pelo autor]