The construction of brand positioning: an exploratory study on Nescafé Origens do Brasil

The article is a study on the positioning of the Nescafé Origens do Brasil brand, built with a focus on the place of origin of the inputs used in its products. We sought to discuss the marketing strategies adopted by the brand, Nestlé's sustainability flagship in Brazil, and the behavior of the Brazilian coffee consumer. The research is qualitative in nature and has a methodological procedure that involves bibliographical research on marketing, with a theoretical approach to brand positioning. Martin-Barbero's (2001) concept of mediations is also adopted to explore the communication process present in the advertising film “The Carbon Neutral Journey”, by Nescafé Origens do Brasil. The aim is to understand how the variables of the brand's communication dynamics contribute to the construction of its strategic positioning. As a result, it was identified that the mechanisms adopted by the brand contributed to (I) the construction of a strategic positioning based on sustainable development, (II) overvaluing the products; (III) create a competitive advantage; (IV) feed it back based on information from consumers, who begin to give new meaning to the choice of coffee they consume.