Famel
: a case study on brand revival strategies

  • Hugo Amorim Frazão de Castello-Branco (Student)

Student thesis: Master's Thesis

Abstract

Famel’s motorcycles have been a part of Portuguese motorized history for over 50 years. Its models are iconic symbols of our culture and way of living. For motorcycle lovers, to hear its noise and see the smoke after it passes by, symbolizes well spent afternoons with friends in town’s coffee shops, countryside strolls and visiting relatives, while growing up. After the announcements of its bankruptcy in 2002, for some, it was the end of an historic cycle, which made Portuguese proud of having a motorized brand they could call their own. In 2014, Joel Sousa, an automotive engineer, saw the opportunity and value Famel brand had, and acquired the rights of the brand. The thought of having back again a motorized Portuguese brand, and one such as iconic as Famel, filled the imagination of motorized vehicles lovers with expectations and nostalgic feelings. The buzz generated was enormous, as well the positive feedback. Joel responsibilities and expectations were high but he knew what he had to do. To support a successful brand revival, it was essential, at is early stages, to develop a strategy based on market characteristics and consumer exigencies. For this, the focus of this thesis was to develop the STP (Segmentation, Targeting and Positioning) that will be the foundation for all future strategic decisions. Results showed that Famel’s brand equity could be crucial for the success of this revitalization, as long it can be supported by a deep market analysis that will help sustain future strategic decisions.
Date of Award19 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)

Designation

  • Mestrado em Gestão

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