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Increasing Brand equity at Rreclusa: analysis of a premium fashion brand with a social cause
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| 8.43 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Reclusa is a Portuguese non-profit social business that aims to help female inmates reintegrate
into society after serving their sentences, by selling premium handmade bags and accessories
manufactured at a Portuguese prison. Although the brand is developing a unique social
business concept, it is not achieving the desired financial sustainability. This Work Project
was developed to provide branding and marketing recommendations to Reclusa, for the
project to become more profitable and self-sufficient and, therefore, be able to better achieve
its social mission. In order to do so, a brand audit was developed, including secondary data,
alongside a primary research, through participant observation and qualitative interviews, to
gather more in-depth insights. Findings reveal that Reclusa has a low brand equity, once
consumers do not have a high level of familiarity with the brand and do not hold strong brand
associations. As so, recommendations provided are tools for Reclusa to increase brand
awareness, improve brand positioning and establish a more positive brand image, in order to
reach a higher brand equity, increasing the brand's value to attain financial sustainability.
Descrição
Palavras-chave
Reclusa Brand positioning Social enterprise Brand equity