Branding can vary in many ways, from brand to brand, or company to company. And with Mercado Livre it’s nothing different, they have been using those branding strategies since their birthmark. They use branding to insert their name in the market. They have their own ads to promote their products, and themselves. Like the 1 million sales ad. The ad’s purpose is to show the world where Mercado Livre is and how good they are, and therefore get more customers. One of Mercado Livre’s goals is for the customer to have ease on using their website, even for it being announcing products, or buying them. They work with simple mechanics that most people would naturally understand, with brief but precise instructions and the lack of excessive information on the screen.
Mercado Livre uses their traditional hand shake logo, that consists of two white hands shaking over a yellow background The logo represents business being done, that means a seller and a buyer finding each other and making an exchange, which is exactly what the platform does. In the pandemic context, however, physical contact became something avoided, and therefore new ways of substituting habits were created, and soon Mercado Livre adopted them, and modified their logo that is just like the previous one, but now with two elbows greeting. Besides from business being done, the modified logo shows that Mercado Livre is contextualized with what is happening in the world, and that they care about people.
The company’s main goal is to make buying and selling as easy as possible, by providing their consumers with a leading platform that connects sellers with buyers. You can find multiple products coming from all kinds of sellers that offer the same product at different prices, shipping and quality score. By doing so, Mercado Livre is able to democratize and generate business, giving as many options as possible to you, as a seller or as a buyer, while keeping prices low.
When people buy on the internet, they always feel afraid, having in mind the amount of scams we see online. Of course, users also feel the same, having in mind that most of the products are not sold by the company. Because of this, mercado livre also highlights, in commercials, their efforts in order to make the platform as safe and easy to use as possible. To do so, they create levels for the seller to represent their reputation within the platform. There are also free returns, ‘compra garantida’, and other systems that ensure buyers safety within the platform.
To promote their services, they advertise themselves through various ways, like TV ads, online ads, Outdoors, and other ways that they use to be recognized. For instance, In TV ads, they signed an 18 months contract with Marcos Mion, who will be their cover boy to promote the product’s pros on the platform and consequently increase their popularity, and therefore, their sales. Mercado Livre also sponsors soccer teams, like Flamengo, who has the biggest fandom among all other teams in Brasil.
As a social action the company is returning with live events, like MELIXP22, that already happened (31 august), that was a meeting with a lot of entrepreneurs and people who are starting in the life of sales, to learn more about entrepreneurship and strategies that people could use to be successful in doing so.
Mercado Livre is a company that has a reputation of being an open marketplace, which many of us have already used. A market that gives people more options compared to other marketplaces. That is why they are one of the leaders in the segment. They also are able to construct a good reputation around themselves by doing such actions during the pandemic, or by doing social actions. They also became very visible through their ads and sponsorships. Furthermore, they use many different actions in order to achieve a great visibility of their platform
Work Cited
“Mercado Livre Brasil – Frete Grátis No Mesmo Dia.” Mercado Livre Brasil – Frete Grátis No Mesmo Dia, www.mercadolivre.com.br.
“Mercado Livre | Compra Garantida 15″.” YouTube, 2 June 2020, www.youtube.com/watch?v=17ARamA4axU.
“COMPRA GARANTIDA MERCADO LIVRE.” YouTube, 24 May 2021, www.youtube.com/watch?v=0Oh4JDSSHQA.
