Beef brands: Strategic resources for the advancement of competitiveness

The objective of this work was to analyze the characteristics of the beef brands available in Brazil through graphic identity from two perspectives: the descriptive evaluation of labels and the analysis of their respective websites. This study investigated 154 brands available for sale in supermarkets and specialized websites. The frequency analysis was based on a specific cut of the material with the aid of MAXQDA12® and SPSS, 20® software. It was found that the nonverbal language used in the products mainly employs features such as: multicolored labels, innovative or intermediate design and symbols used illustratively to approach customers intuitively. Verbal language stands out for its categorization, indication of preparation, animal characterization (age and race), certification and sensorial aspects appear as a trend of the current application. Descriptions of the production system, animal welfare, environmental and social responsibility are poorly associated with beef brands in Brazil. Based on this analysis, analytical frameworks were developed, which can be used as a support tool for managing new brands or elaborating improvements in the pre-existing ones. In addition, it can provide managers and researchers with information that characterizes and describes brands and ultimately complements them with relevant consumer information through the disclosure sites in a clear and accurate way.