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This article analyzes the relationship between the brand image of Arabica coffee from Brazil and its price in the international market. We tried to understand how it was built the brand image for the Brazilian product and then relate it to its price, which was compared to the prices of Colombian and other milds coffees. It is an applied, descriptive and qualitative approach. The article shows that the Brazilian product is in a strategic trap and its price discount was a consequence of its brand image inferior to the Arabic coffee in the world. The Brazilian product image was not planned, but due to the positioning strategy carried out by the Colombian coffee. Thus, the image of Colombian coffee turned out to tarnish the image of coffee in Brazil, which is now priced at a discount compared to other Arabic coffee in the world. The differential used by Colombia coffee used coffee from Brazil to target and so were propagated as superior. Selective harvest as opposed to harvesting for full detachment; the pulping as opposed to processing dry method, and shading system as opposed to growing in full sun made the image of the Colombian product was perceived as superior to the Brazilian product. There is therefore a cause-effect relationship in the case of the Brazilian product. Brand image ends up being the cause that explains the price discounts that coffee from Brazil has in relation to other Arabic coffee in the world.

CAFÉ ARÁBICA DO BRASIL: o problema da imagem e a consequência no preço