Branding sensorial e a marca cidade Gramado: um olhar sobre a Festa Natal Luz 2023

Abstract

The present work aims to understand the possibilities of more creative and innovative communication for brands based on the concept of sensorial branding, especially in the case of the city brand, allowing its strengthening with the consumer. To this end, a qualitative methodology is organized, which is initially based on bibliographical research. This theoretical basis comprises a chapter with an approach related to marketing, its development phases, the discussion of the concept of brand, and its construction today, deepening the city brand, which aims to create value and strengthen the identity of a location. Subsequently, the concept of branding is discussed, more specifically sensorial branding, to finally show its applicability in brands, relating it to innovation and creativity. At the end, a case study is presented involving the city of Gramado and the Natal Luz event, with a view on the construction of the city brand and the importance of sensorial branding in this context. Finally, we understand the importance of this new perspective for the communication of a locality, especially in the mountains of Rio Grande do Sul. The use of sensory branding is an essential tool for city brands that want to attract more and more tourists, and the city of Gramado is a great example of this. [resumo fornecido pelo autor]