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Orientador(es)
Resumo(s)
In the case of services, branding is particularly important due to services’ intangibility and the
impossibility of services’ quality assessment upfront. But services and service brands possess a twoway
relationship: the provision of a service is a unique source of memorable and unique experiences
which can be a way of defining brand meaning. Thus, the development of new services can strategically
shape customers’ brand perceptions which, in turn, can be the basis for a new brand positioning. This
case study describes a process of new services development for Worten – SONAE SGPS, whose main
purpose was to contribute for Worten’s brand repositioning. After providing some data about the
company, competitors and consumers, the case study challenges the students to discuss the best brand
positioning for Worten and, accordingly, the best segments to target and services to implement. In the
end of the dissertation, it is suggested that Worten focus on 3 customer segments and reposition its brand
as a trendy and technological brand that provides unique experiences to its customers. In line with this
idea, it is proposed the implementation of three new services.