Em busca da diferenciação no universo das cores: um estudo sobre branding e a marca PANTONE

Abstract

This study seeks to explore the branding management of the PANTONE® color brand, pointing out the marketing actions involved throughout its trajectory of consolidation in the market, making it the world authority in the color market, also attracting consumers with its most diverse products. To achieve the objectives and the necessary understanding of the proposed theme, a qualitative approach was used, using the case study method that brings the history and actions involving the brand's branding. The choice of the color of the year, partnerships, physical spaces and its presence on social media are some of the highlights. It also discusses the importance of using color in communication and its connection with branding, a management model that adds value and can differentiate and enhance brands with the use of colors as well. In this way, it was possible to understand what led the brand in question to achieve a high degree of recognition by the consumer, as well as to glimpse the factors that brought it closer to its target audience and expanded it, adding high value to the products offered. [resumo fornecido pelo autor]