Gato Preto in the Spanish market: Analysis of Brand Equity

The present study derived from a curricular internship in the Marketing department of Gato Preto’s brand. As part of the PR, Communication and Events team, the realization that insights on the market are of extreme importance in order to develop a good communication plan was clear. Therefore, the work developed explores the brand equity of the company on the Spanish market, focusing itself on brand awareness and brand loyalty levels. The study was conducted through both a qualitative and quantitative approach. The data collection instruments were two interviews to corporate elements of the company and a survey applied to a sample of 266 customers of the Spanish market. Besides a descriptive analysis of the data obtained, a Two-Step Cluster analysis was performed in order to identify the existence of different segments of customers. The results show that there are two distinct clusters according to their level of loyalty, named “Moderate Loyal” and “Passive Loyal”. Besides providing information that will help the company to develop new strategies that prove to be more effective in interacting with the two disclosed clusters, the proposed framework will also contribute, in a communication perspective, to the success of the loyalty program being implemented in the company.