A brand persona como estratégia de comunicação e relacionamento entre marcas e consumidores no contexto digital

Abstract

With the rapid technological evolution in recent years, the relationship between brands and consumers in the digital context has undergone major changes. The new consumer profile looks for human, transparent brands that truly care about their needs and share their values. In this context, it is necessary to use a strategy that can support brands in building a solid and lasting relationship with their target audience. That said, this monograph aimed to analyze how the creation of a brand persona can help in the relationship between brands and consumers in the digital context. The work addresses a bibliographic review on branding and brand management, following the historical context of the internet and the phases of web 1.0, web 2.0 and web 3.0 and the impact on brands. Deepening the study, it was approached about the humanization strategies of brands, starting with the concept of personas and the brand persona as a relationship strategy. This work has a field research that was built through the case study of the brand persona Lu do Magalu from a triangulation of data collected through document analysis, analysis of digital behavior on the social network Twitter and interviews with consumers. Thus, it was possible to identify that the creation of a brand persona helps to strengthen and recognize the brand, in addition to building strong and intimate relationships with consumers in the digital environment. [resumo fornecido pelo autor]