Nem Tudo São Só Flores, Mas Também Gerenciamento de Marca

Kristall Hundsdorfer Costa Pimentel; Hans Peder Behling; Silvana Zietz Alves dos Santos

doi:10.5020/2318-0722.2025.31.e14612

Authors

Kristall Hundsdorfer Costa Pimentel University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil https://orcid.org/0009-0009-6058-9340
Hans Peder Behling University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil https://orcid.org/0000-0003-0558-9304
Silvana Zietz Alves dos Santos University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil https://orcid.org/0009-0003-3039-846X

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e14612

Keywords:

brand architecture, brand management, strategic marketing

Abstract

The company Agrícola da Ilha, which produces and sells flowers, has historically faced significant difficulties in sourcing selected seedlings from the market. To overcome this limitation, the company began cultivating its own selected plants and established a showroom to present the results of this selection process to its clients. Over time, the owners gradually transformed the showroom into a park open to the public. This initiative led to the creation of Parque dos Hemerocallis. Over the years, revenue from park admissions grew substantially and eventually accounted for 60% of the company’s total revenue, becoming Agrícola da Ilha’s primary source of income. As a result, the owners began to question whether the park should develop its own brand identity. This case is based on a real situation and aims to help students understand brand architecture and brand management while reflecting on the implications of this strategic decision. Data were collected through a personal interview with the company’s owner, whose business is located in Joinville, Santa Catarina, Brazil.

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Translations of this article

Not Everything Is Roses: Brand Management Challenges (English)

Author Biographies

Kristall Hundsdorfer Costa Pimentel, University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil

Undergraduate student in Accounting at Univali and recently completed the Professional Master’s Program in Administration at Univali. Her research has addressed topics related to Social Communication, including organizational communication, organizational image, identity, and reputation. She holds a specialization in Leadership, Executive Coaching, and High-Performance Team Development from Univali, with a study focusing on Neuro-Linguistic Programming as a leadership tool. She also holds a bachelor’s degree in Social Communication with a concentration in Advertising from Univali. She has worked in marketing, corporate communication, and event management and currently performs administrative activities at the institution where she graduated while transitioning to a new field of study.

Hans Peder Behling, University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil

Bachelor’s degree in Advertising in 1999 and a specialization in Strategic Business Management from Regional University of Blumenau Foundation in 2001. In 1996, he founded Seven Comunicação, an advertising agency where he developed entrepreneurial skills and worked on marketing and advertising campaign development until 2004. After leaving the agency, he dedicated himself to academia, completing a master’s degree in 2006 and a PhD in 2013, both in the Graduate Program in Language Sciences at University of Southern Santa Catarina. A notable experience during this period was a doctoral sandwich exchange at the Université de Montréal, Canada, in 2012, funded by CAPES. Since 2008, he has been a faculty member at Univali, teaching undergraduate courses in Communication, including Journalism, Advertising, and Public Relations.

Silvana Zietz Alves dos Santos, University of the Vale do Itajaí, Itajaí, Santa Catarina, Brazil

Holds a master’s degree in Administration with a focus on Management, Internationalization, and Logistics. She has a bachelor’s degree in International Trade and a specialization in Strategic Leadership. She is an undergraduate professor in the International Trade program at Univali. She works in customs brokerage and consulting services related to import and export operations.

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