The rebranding movement, well 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.
Claro, for example, recently announced that the Embratel brand, its corporate business unit, has become part of Claro Empresas, which 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 strategy and presence in different segments, as well as 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 also to the redefinition of the market positioning, in order 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: the Alubar Group, a reference in aluminum solutions for the energy sector in various markets; and ME (Mercado Eletrônico), a leading technology company in B2B commerce in Latin America.
Alubar: da Amazônia para o mundo
The rebranding of Grupo Alubar was developed with the aim of supporting the company's expansion and consolidating its international presence. The new positioning is reflected in the signature "Our nature is to transform," reinforcing the company's vocation to promote change in processes, people, and the communities where it operates.
With roots in the Amazon, Alubar maintained in its new visual identity the blue and the triangular-shaped logo as elements of solidity and innovation, but left aside the green and yellow, in a move 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 protagonism on the international stage. 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 units in Pará and Rio Grande do Sul, the United States, and Canada, as well as activities at the 2025 Rio Open, an 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, which for three decades has been a reference inprocurement(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, capable of communicating its evolution and strengthening the perception of the purchasing department as a strategic function within organizations.
"The new positioning and the ME brand reinforce the importance of procurement management in creating value for companies. We have 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 main markets, such as the United States, Mexico, and European countries.
A 30-year reference in the software industryprocurementThe 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 among its clients are 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 strengthen 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 to their core essence.
