The rebranding movement, well established in the retail and financial sectors, has gained strength among Brazilian B2B companies and multinationals. The need to adapt brand positioning to the expansion of local markets and global presence has led companies in this segment to reevaluate their identities, making brand management a strategic business asset.
For example, Claro recently announced that Embratel, its corporate business unit, has become part of Claro Empresas, which will operate with two business units: one dedicated to Large Enterprises and Government and another focused on serving Small and Medium-Sized Enterprises (SMEs). According to the company, the reorganization reflects a strategy of expansion and presence in different segments, as well as providing increasingly specialized solutions.
According to Luciano Deos, CEO and founder of the brand consultancy Gad’, rebranding is a fundamental process whenever there is a strategic change in the business. “The brand is directly linked to the company’s strategy. When we talk about rebranding, we are not only referring to a change in visual identity, but to redefining market positioning, to reflect the organization’s new moment and objectives,” he explains.
Among the most recent projects carried out by Gad’, in addition to Claro Empresas, two cases illustrate this movement in the Brazilian B2B segment: Grupo Alubar, a reference in aluminum solutions for the energy sector in various markets; and ME (Mercado Eletrônico), the leading technology company in B2B commerce in Latin America.
Alubar: from the Amazon to the world
The rebranding of the Alubar Group was developed with the aim of supporting the company’s expansion and consolidating its international presence. The new positioning is translated in the signature “Our nature is to transform”, reinforcing the company’s vocation to promote changes in processes, people, and the communities where it operates.
Rooted in the Amazon, Alubar maintained in its new visual identity the blue color and the triangular logo as elements of solidity and innovation, but set aside the green and yellow, symbolizing the brand’s projection into global markets.
“The project highlights how the Amazonian origin of Alubar shaped its values and reinforces the company’s leading role in the international scenario. The rebranding connects the past to the future and projects the brand into new markets,” highlights Luciano Deos.
The launch of the new brand took place at the office in São Paulo, with broadcasts to the units in Pará and Rio Grande do Sul, United States and Canada, in addition to actions at the Rio Open 2025, an event sponsored by the company.
ME (Mercado Eletrônico): a brand prepared for new markets
The rebranding of Mercado Eletrônico — now ME — marks a new phase of the company, which for three decades has been a reference in procurement (corporate purchasing management) and B2B e-marketplace. The project was designed to support the internationalization movement and the expansion of technological solutions.
The central challenge was to create a brand more aligned with the company’s new period, capable of communicating its evolution and strengthening the perception of the procurement area as a strategic function within organizations.
“The new positioning and the ME brand reinforce the relevance of procurement management in generating value for companies. We incorporate the concept of ‘strategic procurement’ to translate this strategic role,” says Luciano Deos.
In addition to maintaining reference to the original name, the acronym ME facilitates pronunciation and recognition in the main markets where the company operates, such as the United States, Mexico, and European countries.
A reference for 30 years in the software procurement sector, ME annually moves R$ 160 billion, connecting more than 1 million suppliers to 10 thousand buyers, with over 4.3 million orders generated per year on its e-marketplace. The ME platform is accessed in over 100 countries and counts among its clients the 300 largest companies in sectors like agribusiness, services, food, among others.
Trends and Challenges in B2B
Both projects reflect a growing trend among B2B companies: the need to reposition their brands to clearly communicate their value proposition, keep up with technological advances, and consolidate their presence in different markets.
According to Gad’, rebranding in the B2B segment becomes a strategic business move, essential for building strong brands capable of engaging with diverse audiences and sustaining organizational growth without losing connection with their essence.
