Brand repositioning gains strength in the B2B sector and becomes a strategy for local and global expansion

The rebranding movement, well consolidated in the retail and financial sectors, gained strength among Brazilian B2B and multinational companies. The need to adapt the positioning of brands 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 joined Claro empresas, which will operate with two business units: one dedicated to Large Companies and Government and another directed to the service of Small and Medium 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.

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 do not refer only to the change of visual identity, but to the redefinition of market positioning, in order to reflect the new moment and the objectives of the” organization, 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 several markets; and ME (Electronic Market), a 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 objective of sustaining the expansion of the company and consolidating its international presence. The new positioning is translated into the signature “Our nature is to transform”, reinforcing the vocation of the company to promote changes in processes, people and communities where it operates.

With roots in the Amazon, Alubar kept in its new visual identity the blue and the logo with the triangular shape as elements of solidity and innovation, but left aside the green and yellow, in a movement that symbolizes the projection of the brand for global markets.

“The project shows how the Amazonian origin of Alubar shaped its values and reinforces the company's role in the international scenario. The rebranding connects the past to the future and projects the brand to new” markets, says Luciano Deos.

The launch of the new brand took place at the Sao Paulo office, with transmission to the units in Para and Rio Grande do Sul, United States and Canada, as well as actions at the Rio Open 2025, an event sponsored by the company.

ME (Electronic Market): a brand prepared for new markets

The rebranding of the Electronic Market ¡m now ME UD marks a new phase of the company, which for three decades has been a reference in procurement (corporate procurement management) and B2B e-marketplace.The project was designed to support the internationalization movement and the expansion of the offer of technological solutions.

The central challenge was to create a brand more adherent to the new moment of the company, able to communicate its evolution and strengthen the perception of the purchasing area as a strategic function in organizations.

“O new positioning and the ME brand reinforce the relevance of purchasing management in generating 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 main markets of the company, such as the United States, Mexico and European countries.

Reference for 30 years in the software industry procurement, the ME moves annually R$ 160 billion, connecting more than 1 million suppliers to 10 thousand buyers, with more than 4 .3 million orders generated per year in its e-marketplace. The ME platform is accessed in more than 100 countries and among customers 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, follow technological advancement and consolidate their performance in different markets.

According to Gad’, rebranding in the B2B segment becomes a strategic business movement, essential to build strong brands, capable of dialoguing with diverse audiences and sustaining the growth of organizations without losing connection with its essence.