THE SEARCH FOR BRAND POSITIONING FROM THE STRATEGIC PERSPECTIVE OF THE CALÇADÃO STORES IN IMPERATRIZ-MA

Abstract

This article is the result of the scientific initiation research produced during twelve months whose objective was to analyze the search for brand positioning from the strategic perspective of retail stores that operate on the sidewalk of Imperatriz-MA. To achieve the established objective, a bibliographic survey was carried out from several sources that bring an approach to marketing and then a questionnaire was prepared and applied, which allowed the collection of primary data, these data concluded that the "Calçadão do Imperatriz" is characterized by more diverse categories of companies that include Micro Entrepreneur Individual,  Micro Enterprises, Small Businesses up to NO (those giant companies that do not fit into the first three categories, for example, public and private banks). All of them invest in the promotion and consolidation of their respective brands via social networks, training employees to improve service and the company's image (brand) even in traditional marketing.