BRANDING & CORPORATE IDENTITY

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Conclusion

Renova, a family owned company in Portuguese, have a significant market share in the provision of tissue paper in the local market and the external markets. The company has secured a considerable market share with over 87% brand awareness beating its principal brand competitors such as Loreal. The company has a very distinctive brand throughout the world due to its eagerness and readiness to take innovation risks and at the same time holding a green and lean business models that appeal the society.

The company is aiming to fight the private labels by pricing its toilet paper to drive rivals off the market. The customers would prefer buying Renova products because they have a higher brand awareness and equity over the private labels. With this strategic advantage, the company can attain its marginal market share. Secondly, the company can utilize functional differentiation by producing high prestigious and unique products which could result in a higher market share.

The company has been more proactive and...