The present work aims to answer the following research question: How was the repositioning process of the Tele Rio brand? To assist with our research and answer our research question, the following specific objectives were developed: to conceptualize the investigated topic through theoretical references; to conduct exploratory research with a qualitative approach, collection of data through interviews; reporting of the obtained research results. The methodology used involved the development of an interview script to organize the questions according to the interviewees. Three employees of the company were interviewed for the research, and it was concluded that the repositioning of the Tele Rio brand occurred due to various factors, including changes in branding, product, place, and promotion.