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 sector to reassess their identities, reverting brand management to a strategic business asset
Claro, for example, recently announced that the Embratel brand, your corporate business unit, passed to integrate Claro companies, que operará com duas unidades de negócio: uma dedicada a Grandes Empresas e Governo e outra direcionada ao atendimento de Pequenas e Médias Empresas (PMEs). According to the company, the reorganisation reflects a strategy of expansion and presence in different segments, besides providing increasingly specialised solutions
For the CEO and founder of the Gad brand consultancy, 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 of visual identity, but in redefining market positioning, to reflect the new phase and the organisation's objectives, explain
Among the most recent projects carried out by Gad, Além de Claro empresas, two cases illustrate this movement in the Brazilian B2B segment: the Alubar Group, reference in aluminium solutions for the energy sector across various markets; e o ME (Mercado Eletrónico), leading B2B commerce technology company in Latin America
Alubar: from the Amazon to the world
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 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 manteve na sua nova identidade visual o azul e o logotipo com a forma triangular como elementos de solidez e inovação, but he left 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 on the international stage. 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 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 I am — marks a new phase for the company, que há três décadas é referência emprocurementgestão de compras corporativas e marketplace B2B. The project was designed to support the internationalization movement and the expansion of the offer of technological solutions
The main challenge was to create a brand more aligned with the company's new phase, capable of communicating your 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 incorporate the concept of ‘strategic procurement’ to translate this strategic role, affirms Luciano Deos
Além de manter a referência ao nome original, the abbreviation ME facilitates pronunciation and recognition in the company's main markets, like the United States, México y países europeos
A reference for 30 years in the software sectorprocurementthe ME moves annually R$ 160 billion, connecting over 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.
Tendencies 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, monitor technological progress 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, capable of engaging with diverse audiences and supporting organizational growth without losing connection to their essence
