The impact of rebranding of the private label on the consumer perception of the brand

: a case study on the brand Minipreço

Abstract

Since the birth of DIA Group, in 1979, the opening of Minipreço first supermarket and the creation of their private label in 1991, the company never conducted a rebranding on their products. In 2020, Minipreço decided to change the image and communication of the products, with the purpose of increasing the perception of the quality and keep their position as proximity leaders in the sector. By focusing in the rebranding, the aim of this study is to analyze the strategies used during the process, the challenges faced until now and how the consumer perceives these changes. To do it, a market research was conducted with the purpose of analyzing the perception of the customers about the products and to understand if the rebranding would change their perception about the brand – namely the quality of the products - and affect their decisions when buying it. The findings indicated a positive impact on the perception of the consumers about the brand and that there was an improvement in the organization of the brand, becoming easier to identify. Regardless all the positive arguments, it was not possible to conclude the existence of an increment in sales nor loyalty and the quality of the products did not suffer any changes in the perception of the consumer. Because this rebranding is still ongoing – as more and more products will be created - it would be important to maintain the monitoring of the sales and loyalty cards, in order to understand the direct influence of the rebranding in the profits of the company and confirm or reject if there is, indeed, no relationship between the rebranding and the growth of sales.

Date of Award	17 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)