Case

Penalty
Branding Strategy

A comprehensive analysis of Penalty's competitive positioning was conducted, considering its market competitiveness, brand perceptions, and emerging trends that could impact its performance. Based on these insights, a customer-centric branding strategy was developed, identifying and validating attributes that enhance affinity with the target audience while proposing a narrative that strengthens emotional connection and consumer loyalty to the brand.

At the same time, new opportunities for expansion and innovation were explored, assessing ways to increase Penalty's presence and relevance in the market through strategic partnerships, technological innovation, and alignment with cultural and behavioral trends. To support these analyses, 20 interviews were conducted with executives, sales representatives, retailers, and athletes, totaling over 16 hours of transcribed content.

Additionally, more than 30 studies were examined, including a proprietary survey commissioned by the brand in 2022.

The data analysis included a review of financial results available on the Cambuci Group’s website, as well as a detailed evaluation of Penalty’s website and its main competitors. The analysis covered the period from the first half of 2020 to the first half of 2024, focusing on the Brazilian market. Various tools were used to support the analysis, including IBOPE/TGI for sports behavior and consumer insights, Meltwater for social listening, Answer the Public, Glimpse, and Google Trends for search listening, SimilarWeb PRO for traffic analysis, Winnin for influencer and online video identification, and ChatGPT 4.0 for analytical review.