A Importância Da Construção De Um Valor De Marca Para Uma Organização – Um Estudo Para A Kalon Contabilidade

Over time, brand management and valuation have assumed a strategic role within organizations, regardless of their size. It is observed that the construction of brand value goes beyond the visual dimension represented by the logo, encompassing elements such as organizational structure, the products and/or services offered, institutional visual identity, the company’s positioning toward society, as well as its mission, vision, and corporate values. This study aims to analyze the evolutionary process and the relevance of brand value construction within the organizational context. To this end, a qualitative approach was adopted, characterized as a case study, whose methodology is based on data collection and analysis. The results highlight the evolutionary process of the Kalon Contabilidade brand, demonstrating that the restructuring of the visual identity, transformations in organizational structure, the reorganization of the internal organizational chart, the expansion of the workforce, and the hiring of a specialized media team significantly contributed to the consolidation of the organization’s brand value.