Rebranding é o melhor remédio: um estudo de caso da farmacêutica Cimed

Abstract

The article explores the importance of branding, with a specific focus on the rebranding process of CIMED, a Brazilian pharmaceutical company. In this context, the study investigates how branding can not only differentiate products but also convey values and create an emotional connection with consumers. The research aims to examine the motivations, strategies, and impacts of CIMED’s rebranding on its market position. To achieve this, a descriptive and qualitative methodological approach is used, based on a case of detailed documentary analysis that includes data collection from various sources, such as social media and interviews, covering the period from March 2022 to July 2024. Additionally, the study addresses how the company repositioned its strategy and, consequently, the impact of this rebranding on public perception and the pharmaceutical company's market position, demonstrating how the repositioning contributed to building a strong and relevant image for the company in the pharmaceutical sector.