Percepção da imagem da marca de uma instituição financeira cooperativa por associados do segmento alta renda

Abstract

The article addressed the brand image of a Cooperative Financial Institution, with the aim of analyzing the perception of members in the high-income segment about the organization's brand and the products offered to them. To carry out the research, qualitative research was used, carrying out a diagnosis and data collection, through an open questionnaire prepared using the Brand Equity BrandAsset Valuator (BAV) model. After analyzing the content of the associates' responses, it was possible to identify the differentiators in the potential differential dimension: service, products and services, and agility. In the brand relevance dimension, the differences listed are consistent with the market and the demands of members. The Esteem dimension is based on the brand's strengths in relation to its trust, practicality and service, and weaknesses related to passivity and the difficulty of technological innovation. The knowledge dimension showed that the Cooperative brand is related to other traditional, quality and affordable brands. The Institution's competition was also analyzed, where the Cooperative's brand was considered to have unique differentiators: trustworthy, cooperative, sustainability, union and development, compared to its competitors.