Building and managing a sector brand: a comparison between the coffee industry in Brazil and in Colombia

• Grant number: 12/23771-0
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: March 01, 2013
• End date: February 28, 2014
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Mateus Manfrin Artêncio
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

The aim of the present project is to compare the practices between the Brazilian coffee sector and the Colombian one, once this has developed a favorable image and brand for its product, in order to identify and comprehend improvements which could be extracted from the successful case of the Colombian coffee and adapted into the Brazilian coffee sector. Thus, the sectors of both countries are going to be analyzed and studied, such as the process of creation and development of the differentiation strategy and creation of the Colombian coffee brand, the construct and management of brand sector in a way to differentiate commodities and to promote a national sector, national and internationally and the influences which the country performs in consumers buying decisions. In addition, to attain actual, precise, and complementary information, two groups will be interviewed, the first composed of members of the Brazilian Agency of Promotion of Exportation and Investments (APEX), and the second is composed of coffee producers, members of the Council of Associations of Coffee Growers of Cerrado (CACCER), who have developed a common brand for their product with a certificate of origin. Starting from the contact with those groups and from a critic and deep dialog with the explored theory will be possible to comprise and collate the sectors of Colombia and Brazil, considering future improvements for the Brazilian coffee sector and its practices, with the intention to construct a favorable image for its product, being able to make it successful.(AU)