Reposicionamento de marca pelo olhar das relações públicas: o caso Skol

Abstract

Brand repositioning, the subject of this research, is one of the practices that can be executed through actions linked to a Public Relations plan of actions. The course of thought hereby presented seeks to answer the following question: “How does brand repositioning change with new contemporary perspectives based on public relations?”. To help answer this question, we have four specific objectives: 1) to understand representations in the old advertisements of the Skol brand; 2) identify the image crisis that triggered the change of discourse; 3) understand the process of constructing discourse through public relations mechanisms and; 4) analyze the content of visual products in order to understand the change, with focus on diversity. As a methodology we relied on an exploratory research combined with a content analysis based on Bardin (1977) and the cartography proposed by Rosario (2016) that helped us understand how the changes are perceived in the imagery. Our theoretical-methodological contribution originates from the concept of identity according to Stuart Hall (2011) and representation according to Woodward (2009). The Public Relations were approached according to the pillars of: Baldissera (2009) through the symbolic network of culture and imagery; the history, theories and strategies behind PR in contemporary organizations by Kunsch (2009); Concepts and processes of Organizational Communication from Nassar (2009); Identity, Image and Reputation for Schmidt (2011) and finally Public Relations in the Digital Era by Terra (2011). As a result of research, we conclude that Public Relations and reputational crisis are not only valued for their tangible assets but also for intangible resources and that stakeholders are present in much of the fate of the organization.