pdf- Tamanho - Grupo CCR

Intangible assets
In 2008, in order to support its growth beyond
highway concessions, CCR became the first
company in the sector to launch a media
campaign, positioning itself closer to its strategic
stakeholders, in search of an even more qualified
relationship mode with them.
Campanhas publicitárias
By realigning its visual identity, the CCR Group
brand, which is one of its most important
intangible assets, was reinforced. It gave value
to attributes related to its technical capacity,
efficient management, the quality and safety
of the highways it administrates and its
business model based on qualified growth and
disciplined capital.
Ativos intangíveis
Em 2008, para apoiar seu crescimento além do setor de concessões de
rodovias, a CCR tornou-se a primeira empresa do setor a lançar uma
campanha publicitária na mídia, posicionando-se de maneira mais
próxima de seus públicos de interesse estratégico, com o objetivo de
buscar um modo de relacionamento ainda mais qualificado com eles.
Com o realinhamento de sua identidade visual, a marca do Grupo CCR,
um de seus ativos intangíveis mais importantes, foi reforçada, tendo
sido valorizados atributos relacionados à sua capacidade técnica, gestão
eficiente, qualidade e segurança das rodovias que administra e ao
seu modelo de negócios, pautado pelo crescimento qualificado e pela
disciplina de capital.
Since the beginning of its operations, ten
years ago, the CCR Group has invested in
highway maintenance and improvements.
During that period of time, the number of fatal
accidents on the highways administrated by
the concessionaires recorded a significant 72%
drop. Besides greater safety, the investments
have also ensured better traffic flow and have
contributed to reducing greenhouse gas (GHG)
emissions caused by the vehicles traveling on
the roads under concession.
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