Beyond electronics : positioning Worten brand through innovative retail

Abstract

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.