Brand sense e a identidade de marca: um estudo de caso da flagship da Florense de Porto Alegre no mercado de alto padrão

Abstract

This capstone project investigates the importance of "brand sense" in creating memorable brand experiences and its influence on value perception, using the Florense flagship store in Porto Alegre, RS, as a case study. The research is grounded in the understanding that human senses (touch, smell, hearing, sight, and taste) play a fundamental role in shaping perceptions, emotions, and memories; regarding brands, they also contribute to strengthening the bond between the organization and its audience, fostering greater engagement, connection, and a tangible sense of brand identity for customers and partners. To support the investigation, a literature review was conducted covering the luxury market, high-end consumer behavior, brand experience, sensory marketing, and the concept of brand sense, drawing on authors such as Schmitt, Lindstrom, Krishna, Bitner, and Pallasmaa. Methodologically, the study is characterized as qualitative research of a descriptive-exploratory nature, structured as a single case study. Data collection involved sensory analysis, technical visits, and semi-structured interviews. Among the physical spaces analyzed, the technical visits to "Casa Florense" and the Porto Alegre flagship store stand out. Interviews were conducted with professionals involved in brand identity and customer experience. The results demonstrate that Florense constructs its brand universe through the intentional integration of visual, tactile, auditory, olfactory, and gustatory stimuli, transforming its spaces into environments for experience, relationship-building, and symbolic creation. It was observed that elements such as architecture, design, materials, lighting, olfactory signature, soundscapes, gastronomy, and artistic curation work together to reinforce brand values, evoke emotions, create memorable impressions, and strengthen the perception of exclusivity and sophistication. It was also found that, although the company lacks a team formally specialized in sensory marketing, the construction of the sensory experience occurs consistently based on a deep understanding of the brand's essence and identity?grounded in values ??such as care, affection, responsibility, and a sense of belonging. The study concludes that "brand sense" constitutes a vital strategic communication tool for brands, particularly in the high-end segment, contributing to competitive differentiation, the creation of meaning, customer loyalty, and the strengthening of perceived value. In the case of Florense, the sensory experience proves capable of transforming the brand identity into a tangible, memorable, and emotionally significant experience for its audiences. [resumo fornecido pelo autor]