A busca de valor em marcas da perfumaria nacional: uma análise a partir do imaginário da brasilidade

Abstract

The present work has the objective of understanding how the current national perfume brands strategically use the brand equity associated with the construction of the imaginary of Brazilianness. The work has a qualitative/exploratory bias. It begins with a bibliographical research, which addresses authors such as: David Aaker, Lucia Santaella, Marcos Bedendo, Marcos Hiller, Kevin Lane Keller, Philip Kotler, Renata Ashcar, Stuart Hall, Alice Tybout and Tim Calkins. The work is organized into three main focuses, divided into chapters. Chapter 2 discusses what a brand is, the concept of brand equity and imaginary and its applicability in brand communication. Chapter 3 clarifies the concept of Brazilianness, highlighting the importance of a brand's identity, and how the imaginary of Brazilianness adds value to a brand. Finally, in chapter 4, a brief history of national perfumery is presented and three cases of current national perfumery brands are analyzed, identifying the main identity characteristics of each brand. The methodology involves the use of multicases, based on an approach that includes content analysis, a hybrid technique supported by discourse analysis and a semiotic look at strategies involving brands and brand equity. Thus, it is concluded that the current national perfumery brands bet on the construction of a rich and diversified imaginary around Brazilianness. Our country's qualities, history and resources are valued, without forgetting important aspects involving the initial value of the brand, attracting consumers in such a crowded market. [resumo fornecido pelo autor]