Estratégias de relações públicas na construção de marcas - um estudo de caso sobre o Magnabosco

Abstract

The general objective of this study was to analyze the contribution of public relations strategies in building brands. The main areas of study were the construction of identity and image of organizations, through the composite of integrated communication, in addition to the study of what a brand is and brand reminder and affectivity. The methodology used was exploratory research with a qualitative bias, where a case study was carried out at the Magnabosco store, a century-old store in Caxias do Sul, which has always sought innovation over all these years and awakens brand reminder and the generation of bonds affective relationships with consumers. To collect data, interviews were carried out with the store director, salespeople and customers. As research results, it is possible to highlight the brand building strategies used by public relations, which enable the strengthening of ties between organizations and their various audiences. Strategic public relations actions are planned with the aim of generating positive results for the identity and image of organizations and stand out as pillars in preserving reputation. [resumo fornecido pelo autor]