The rebranding movement, quite established in the retail and financial sectors, gained strength among Brazilian B2B companies and multinationals. The need to adapt brand positioning to 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
The Claro, for example, recently announced that the Embratel brand, your corporate business unit, became part of Claro Empresas, that will operate with two business units: one dedicated to Large Companies and Government and another focused on serving Small and Medium-sized Enterprises (SMEs). According to the company, the reorganization reflects an expansion and presence strategy in different segments, in addition to providing increasingly specialized solutions
For the CEO and founder of the brand consultancy Gad, Luciano Deos, 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 the change in visual identity, but in redefining the market positioning, in order to reflect the new moment and the organization's objectives, explain
Among the most recent projects carried out by Gad, besides Claro companies, two cases illustrate this movement in the Brazilian B2B segment: the Alubar Group, reference in aluminum solutions for the energy sector across various markets; and the ME (Electronic Market), leading B2B commerce technology company in Latin America
Alubar: from the Amazon to the world
The Alubar Group rebranding was developed to support the company's expansion and consolidate its international presence. The new positioning is reflected in the slogan "Our nature is to transform", reinforcing the company's vocation to promote changes in processes, in the people and communities where it operates
With roots in the Amazon, Alubar maintained in its new visual identity the blue and the logo with a triangular shape as elements of solidity and innovation, but he set aside the green and yellow, in a movement that symbolizes 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 scene. 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 São Paulo office, with transmission to the units in Pará and Rio Grande do Sul, United States and Canada, besides actions at the Rio Open 2025, event sponsored by the company
ME (Electronic Market): a brand prepared for new markets
The rebranding of Mercado Eletrônico — now ME — marks a new phase for the company, that has been a reference in for three decadesprocurement(corporate purchasing management) and B2B e-marketplace. The project was designed to support the internationalization movement and the expansion of technological solutions offerings
The main challenge was to create a brand more aligned with the company's new phase, able to communicate your evolution and strengthen the perception of the purchasing department as a strategic function in organizations
The new positioning and the ME brand reinforce the importance of procurement management in creating value for companies. We incorporated the concept of 'strategic procurement' to translate this strategic role, affirms Luciano Deos
In addition to maintaining the reference to the original name, The abbreviation ME facilitates pronunciation and recognition in the company's main markets, like the United States, Mexico and European countries
A 30-year reference in the software industryprocurementthe ME moves R$ 160 billion annually, connecting more than 1 million suppliers to 10 thousand buyers, with more than 4 ,3 million orders generated per year on your e-marketplace.The ME platform is accessed in over 100 countries and among its clients are the 300 largest companies in sectors such as agribusiness, services, food, among 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, monitor technological advancement and consolidate its presence in different markets
According to Gad, Rebranding in the B2B segment becomes a strategic business move, essential for building strong brands, able to engage with diverse audiences and sustain organizational growth without losing connection to their essence
