The rebranding movement, well-established in the retail and financial sectors, has gained momentum among Brazilian B2B companies and multinationals. The need to align brand positioning with the expansion of local markets and global operations has led companies in this segment to reevaluate their identities, making brand management a strategic business asset.
Claro, for example, 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 an expansion strategy and presence in different segments, in addition to providing increasingly specialized solutions.
For Luciano Deos, CEO and founder of the branding 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’re not just referring to changing the visual identity, but to redefining market positioning to reflect the new moment and the organization’s goals,’ 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), a technology company and leader in B2B commerce in Latin America.
Alubar: From the Amazon to the world
The rebranding of Grupo Alubar was developed to support the company’s expansion and consolidate its international presence. The new positioning is translated into the tagline ‘Our nature is to transform,’ reinforcing the company’s vocation to drive change in processes, people, and the communities where it operates.
With roots in the Amazon, Alubar retained the blue color and the triangular logo as elements of solidity and innovation in its new visual identity but set aside the green and yellow, symbolizing the brand’s projection into global markets.
‘The project highlights how Alubar’s Amazonian origin shaped its values and reinforces the company’s leadership in the international scenario. The rebranding connects the past to the future and projects the brand into new markets,’ emphasizes Luciano Deos.
The launch of the new brand took place at the São Paulo office, with broadcasts to its units in Pará and Rio Grande do Sul, the United States and Canada, as well as actions at the Rio Open 2025, an event sponsored by the company.
ME (Mercado Eletrônico): A brand ready for new markets
The rebranding of Mercado Eletrônico—now ME—marks a new phase for the company, which has been a reference in procurement (corporate purchasing management) and B2B e-marketplace for three decades. 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 moment, capable of communicating its evolution and strengthening the perception of the purchasing area as a strategic function in organizations.
‘The new positioning and the ME brand reinforce the relevance of procurement management in generating value for companies. We incorporated the concept of ‘strategic procurement’ to translate this strategic role,’ says Luciano Deos.
In addition to maintaining the reference to the original name, the acronym ME facilitates pronunciation and recognition in the company’s key markets, such as the United States, Mexico, and European countries.
A reference for 30 years in the procurement software sector, ME moves R$ 160 billion annually, connecting over 1 million suppliers to 10,000 buyers, with more than 4.3 million orders generated per year on its e-marketplace. The ME platform is accessed in over 100 countries, and its clients include the 300 largest companies in sectors such as agribusiness, services, food, and others.
Trends and challenges in B2B
The two projects reflect a growing trend among B2B companies: the need to reposition their brands to clearly communicate their value proposition, keep up with technological advancements, and consolidate their presence in different markets.
According to Gad’, rebranding in the B2B segment has become a strategic business movement, essential for building strong brands capable of engaging diverse audiences and sustaining organizational growth without losing connection to their essence.
