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The brand Sumol in Portugal
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This work presents the analysis of the brand Sumol in Portugal. In order to understand the
consumers of soft drinks’ perceptions about the brand Sumol, a market research was conducted.
From this research we could draw some conclusions about the brand’s image: highly correlated
with core products; connected to Portugal; modern and updated; targeted to teenagers; and
dynamic. We were also able to know what the current perceived identity of the brand is. With
these conclusions in mind, we recommended a new identity, changing the attributes of physical
facet and adding healthy to customer reflection and personality. The positioning chosen to
improve the brand’s image was “Sumol as a provider of a wide range of juices”. In order to
communicate this new identity and positioning to the brand’s target, we elaborated a
communications plan using advertising and sales promotion as primary tools.
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Sumol Brand image Brand identity Communication Plan