Rebuilding brand equity

: a case study of Sacoor Brothers’ positioning in Portugal

Abstract

This dissertation explores the challenges of positioning a brand in the premium fashion market through the case study of Sacoor Brothers, a Portuguese brand with over 30 years of history. Despite its strong heritage associated with quality, sophisticated service, and international success, the brand experienced challenges in the Portuguese market, including declining operating revenue, decreased consumer engagement, and loss of brand equity. These problems were exacerbated by an overreliance on discount-driven marketing and insufficient consumer research, leading to a lack of adaptation to new consumer needs. This case combined primary data from a company representative with secondary sources, including consumer insights and competitor analysis, to identify gaps in Sacoor Brothers9 positioning and brand equity. The results highlighted the importance of emotional resonance and adaptation to emergent trends such as authenticity, storytelling, sustainability, and personalization in the modern premium fashion market. This dissertation illustrates decision-making challenges in strategic positioning, particularly whether a brand should improve its existing positioning or completely reposition itself, based on frameworks such as the SWOT Analysis and Keller9s Brand Equity Pyramid. Four strategic options were evaluated for Sacoor Brothers9 future. The recommended solution is a repositioning that seeks to rebuild the brand9s emotional appeal, combining its heritage with contemporary trends, ensuring alignment with consumer needs and market dynamics. This research is a pedagogical tool for strategic marketing and brand management. It emphasizes the need for a holistic approach to restoring brand equity to sustain competitive advantage in dynamic markets.

Date of Award	27 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Kyryl Lakishyk (Supervisor)