THE RELATION BETWEEN DISTRIBUTORS AND A BEER BRAND

The brand is a critical factor of success of the organizations. When well managed, they become financially valuable and strategic assets. This study aims at understanding the relation between the customers and the brand in the process of purchases business-to-business. It aimed at identifying the motivation of the customers in the acquisition of the brand to know if the communication efforts interfere with the decision of purchase, and to understand the importance of the brand in such process. Through research carried along the distributors of the Krill beer in the south region of Brazil, it is concluded that the brand has importance in the process of purchases business-tobusiness, providing bigger sales volume and profitability. However, it was evident that the lack of investments in the media and too much effort on communication make hard the brand valuation. Due to such scenery, one perceived that the branding process can empower the relationship between distributors and the beer brands.