Abstract
This study addresses the brand repositioning of Banco Intermedium. The objective of the study was to understand what the brand positioning was like for some years and how it has been working its repositioning since 2017. We also seek to investigate how the repositioning contributed to the improvement of the institution's image and performance in the marketplace. As a methodology, secondary data searches were adopted through the Internet, through the brand's websites and online social networks, and as a method for obtaining primary data, interviews were conducted with clients, and with a branding specialist and employee of Banco Inter, in order to understand the internal and external perception of the brand.
Highlights
The brand redesign and management project involves tangible and intangible values, and has several stages which contemplate conducting interviews and research that consider economic, political and social factors
The object chosen for this study was Banco Intermedium, created in 1994 in Brazil
Banco Intermedium has always been a consolidated institution even with a great technological and digital aspect to it, the bank remained with the same old presentation of its origin, which conveyed the idea of being conservative and not at all jovial
Summary
The brand redesign and management (rebranding) project involves tangible and intangible values, and has several stages which contemplate conducting interviews and research that consider economic, political and social factors. Changes related to the recognition of Intermedium and Inter brands are considered; the communication of the institution; the relationship with customers and employees; physical structures; and the relationship with the market.
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