Moche

: an important branding decision

Abstract

Moche is a Portuguese mobile telecommunications service provider owned by Portugal Telecom (the largest telecommunications service provider in Portugal) that has been launched in 2011 in order to target the under 25-year-old segment. It is independent of TMN, the other mobile telecommunications service provider owned by Portugal Telecom, which has a different positioning on the market. Since 2008, Portugal Telecom has been trying to attract this younger segment by launching Services (TMN Moche Service launched in 2008) and Brands (Moche in 2011) with a young and irreverent positioning. However, are these the most valued Brand characteristics by consumers on this segment? Moche has been having good results since its launch as a Brand, however, as of January 2014, TMN was about to be re-branded into MEO, which was going to have a different positioning and could harm Moche’s future success. At that moment, Mestre and his team had to make a recommendation to Portugal Telecom’s board of directors on whether to keep the existent dual-brand strategy or re-brand Moche into MEO similarly to what TMN was about to do. In order to decide, Mestre had to analyze the pros and cons of each branding scenario, the consumers’ preferences about different Brand characteristics and the consumers’ perceptions about the different existing Brands on the market.

Date of Award	27 Oct 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor) & João Borges Assunção (Co-Supervisor)