O sabor de estar junto : a construção do valor da marca regional da Fruki Bebidas - RS- Brasil.

Abstract

The dissertation addresses the construction of the value of a regional brand, focusing on Fruki, a traditional beverage company located in the municipality of Lajeado, in the interior of the state of Rio Grande do Sul. The study aims to understand how Fruki, a brand with strong local presence, builds and solidifies its brand value, standing out in a market dominated by large transnational corporations. Initially, the dissertation explores the concepts of brand value (brand equity), based on the theoretical models of Aaker and Keller. Aaker's model is used to understand how the brand name contributes to its value and how the attributes associated with the brand influence consumer perception. Keller’s model, on the other hand, focuses on brand knowledge, emphasizing how consumer familiarity with the brand and the mental associations they form are essential for the construction of brand value. The dissertation also highlights the importance of brand positioning, presenting it as one of the key dimensions for strengthening the brand in a competitive market. The research provides a detailed analysis of the emergence and growth of Fruki, contextualizing the brand within the Brazilian soft drink market. Fruki is presented as an example of a regional company that, unlike large multinationals such as Coca-Cola, has stood out due to its local identity and its connection with the culture of the state of Rio Grande do Sul. The dissertation discusses how Fruki competes with these market giants by using its strong connection with the territory and local consumers to build a unique and differentiating brand value. To understand consumer perceptions of the Fruki brand, the methodology adopted was a qualitative approach, with an exploratory brand study. The research was conducted through the application of semi-structured questionnaires, which allowed the analysis of consumer opinions about the brand, its attributes, and the importance of Fruki in their daily lives. The dissertation concludes that Fruki is a remarkable example of how a regional brand can consolidate itself and generate strong brand value by relying on regional aspects, i.e., cultural and territorial elements that directly connect it with its target audience. Fruki, by maintaining its local identity while seeking innovation, demonstrates how strengthening a regional brand can be a successful model in a globalized market, showing the relevance of an approach that values the territory and local cultural characteristics.