Brand equity management used by the SAO company in the bariatric surgery market

Abstract

The purpose of this article is to analyze how the brand equity management used by the SAO company makes it possible to strengthen the brand in the bariatric surgery market. SAO (Service of Attendance to the Obese and metabolic patient) is a company in the area of the health that has as main service to the bariatric surgery. The methodology used has a descriptive method, quantitative and qualitative approach with data collection with an online questionnaire sent to customers and netnographic observation on the social networks Facebook and Instagram of the company SAO. The results indicate that individualized servisse, a multidisciplinary team, centralized service location, bond with agreements, training of professionals and quality certification add value to the brand, making these references decisive when contracting the services provided.

Keywords: Marketing. Engagement Marketing. Brand Equity. Brand Positioning.