Change comes less than three years after the company changed its name from Via Varejo to Via
From this Wednesday (20), Via will be called Grupo Casas Bahia SA. The change in name, according to the company, aims to restore the impact of its main brand on Brazilian retail.
The change of institutional brand, which includes changing the ticker on the Stock Exchange from VIIA3 to BHIA3, is part of a process that aims to further leverage its competitive advantages in the future to continue growing.
This is the second name change the company has made in less than three years. In April 2021, Via Varejo was renamed Via. At that time, the logo gained other colors, as well as a new positioning: ‘Via. Imagine Paths’.
Also according to the company, among the priorities of the Group’s transformation plan is the focus on stabilizing the operation, through cash generation and profitability for this new moment.
Even in the face of a challenging scenario for Brazilian retail, with rising interest rates, income and family consumption under pressure, the company says it works with a focus on more profitable categories and channels, reducing costs and expenses.
“Casas Bahia created the culture of the best service and with its strong logistics ecosystem it guarantees delivery throughout practically the entire Brazilian territory. We have rescued all the strengths of this giant group, which has the brands most loved by Brazilians and we are already undergoing a solid and consistent transformation “, explains Renato Franklin, CEO of the Casas Bahia Group.
Total Dedication to You
Casas Bahia also adopted the famous slogan ‘Total Dedication to You’. With this, the idea is to reaffirm the position of offering an omnichannel shopping experience to consumers.
To communicate the positioning, the 360 strategy was created by the Casas Bahia marketing team, in partnership with the Pullse agency, from the Dreamers Group, in addition to a social media strategy.
The campaign features the return of another reference remembered by the brand’s customers, Fabiano Augusto, the poster boy who, for 18 years, fronted Casas Bahia’s campaigns. He will reappear, firstly, in five teaser videos with the provocation #VaiPraOndeFabiano, and, subsequently, in all official campaign communication, revealing the big news.
“The change of the institutional brand to Grupo Casas Bahia and the return of the historic slogan signal the return to the main pillars that made Casas Bahia a reference in national retail: proximity to the consumer, credibility and quality”, says Vivian Zwir Wertheimer, director of marketing of the Casas Bahia Group.
