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Estratégias de posicionamento de marca para startups no setor de alimentos alternativos: Casos de sucesso de startups europeias
| Name: | Description: | Size: | Format: | |
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| 24.49 MB | Adobe PDF |
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Abstract(s)
Esta pesquisa investiga como startups do setor de proteínas alternativas na Europa têm utilizado estratégias de posicionamento de marca para influenciar a percepção e a adoção de seus produtos por parte de consumidores e investidores. A investigação está alinhada com os Objetivos de Desenvolvimento Sustentável da ONU.
Nesse contexto, parte-se do pressuposto de que, em um cenário de transição alimentar global, o sucesso das foodtechs não depende apenas da inovação tecnológica, mas da capacidade de comunicar valor, propósito e experiência de forma coerente.
Por meio de revisão de literatura e análise de conteúdo, a pesquisa identifica os posicionamentos mais frequentes. Em uma primeira fase, realiza-se um estudo de caso com foco na comunicação digital, a fim de mapear os principais posicionamentos de marca. Em complemento, analisa-se as marcas com maior sucesso, com o objetivo de identificar boas práticas associadas a níveis mais elevados de investimento e receita.
Os resultados oferecem subsídios práticos para empreendedores, investidores e profissionais de comunicação estratégica que buscam construir marcas de alto impacto cultural, ambiental e econômico em mercados em transição.
This research investigates how startups in the alternative protein sector in Europe have used brand positioning strategies to influence the perception and adoption of their products by both consumers and investors. The study is aligned with the United Nations' Sustainable Development Goals (SDGs). It is based on the premise that, in a context of global food system transition, the success of foodtechs depends not only on technological innovation but also on their ability to coherently and strategically communicate value, purpose, and experience. Through a literature review and content analysis, the research identifies the most frequent positioning strategies. In the first phase, a case study focuses on digital communication to map the most common brand positioning patterns. This is complemented by an analysis of the most successful brands, aiming to identify best practices associated with higher levels of investment and revenue. The results provide practical insights for entrepreneurs, investors, and strategic communication professionals seeking to build culturally, environmentally, and economically impactful brands in transitional markets.
This research investigates how startups in the alternative protein sector in Europe have used brand positioning strategies to influence the perception and adoption of their products by both consumers and investors. The study is aligned with the United Nations' Sustainable Development Goals (SDGs). It is based on the premise that, in a context of global food system transition, the success of foodtechs depends not only on technological innovation but also on their ability to coherently and strategically communicate value, purpose, and experience. Through a literature review and content analysis, the research identifies the most frequent positioning strategies. In the first phase, a case study focuses on digital communication to map the most common brand positioning patterns. This is complemented by an analysis of the most successful brands, aiming to identify best practices associated with higher levels of investment and revenue. The results provide practical insights for entrepreneurs, investors, and strategic communication professionals seeking to build culturally, environmentally, and economically impactful brands in transitional markets.
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Keywords
Start Ups Alimentação Sustentabilidade Estratégia de posicionamento de marca