(In)consistencies in Corporate Brand Identity

In today's retail market, high competitiveness makes companies seek to differentiate themselves more and more, wishing to build consumer loyalty and have an always better sales performance in the environment in which they are inserted. One of the main tools to achieve this differentiation is the construction of a strong brand identity. It is identity that gives direction, purpose and meaning to the brand. It guides business and financial actions, defines marketing and communication objectives and transmits, through its symbols, a sense and a concept. This dissertation aims to describe how the consistencies and inconsistencies in the identity of a corporate brand, more specifically the retail group Casas Gir o, can influence the management and behavior of the company. It is intended to present the concept of brand and brand identity and the context of family management in which the company is inserted and to evaluate, through exploratory research, how management is being conducted based on corporate identity.