In the dynamic process of market creation and brand development organizations require a capacity for planning and action that should be fully in line with consumers. It can be argued that the brand is an asset of the company that constitutes its identity. Located in the Paraíba Valley (São Paulo state, Brazil), the Cooperative Dairy in Sao Jose dos Campos-CLSJC is a cooperative organization, the agribusiness sector, which is present in the regional market for over 75 years. His story, cooperative organization reveals the development of the Cooper brand, which over the years was winning the regional market and which today is synonymous with respect and credibility among consumers in the region. Therefore, the aim is to analyze the evolution of CLSJC, based on the creation and development of the Cooper brand, which had its genesis as a factor that induces the need to shutdown the Central Cooperative Dairy (São Paulo state, Brazil), along with actions related to the extent of brand into new product lines that go beyond the dairy sector.