Vibra will intensify efforts to gain value. It will begin to appear more frequently to become known to the general public
Petrobras and Vibra Energia are expected to carry out one of the most interesting brand movements in the coming years. The story begins on June 28, 2019, when the state-owned company sold its fuel distribution business, BR Distribuidora, through a brand license agreement, valid until the same date in 2029. Privatized, the Petrobras gas station network started to operate under the name Vibra.
But on January 9, 2024, Petrobras notified Vibra Energia that it has no interest in extending the term under the terms of the current license agreement for the use of the company’s brands.
For Carlos Murilo Moreno, professor of campaign planning at ESPM, Vibra will intensify efforts to gain value. It will begin to appear more frequently to become known to the general public, says Moreno.
The market must watch a marketing lesson in real time. According to the ESPM specialist, a gradual transition process may be underway, starting with the name BR Vibra, which would later change to Vibra BR, until it remains just Vibra, in a phase that is already mature and consolidated among Brazilians. The tendency is for the BR brand to lose value, believes Moreno.
Read the full article in the printed edition of February 5th
