Storytelling como possibilidade para a construção de marcas pessoais de sucesso: estudo de caso Manu Gavassi

Abstract

This work aims to understand how storytelling helps to build sucessful personal brands. For this, the methodology is an exploratory-descriptive and bibliographical research, providing opportunities for a better analysis of the trajectory of Manu Gavassi as a single case study. The theoretical basis comprises a chapter on branding and personal branding, another on storytelling strategy and, finally, an analysis involving the construction of the artist's personal brand. At the end of this study, it is possible to understand her motivations when choosing storytelling and the reality show Big Brother Brasil as the main rebranding strategy for her personal brand and its union with other brands in the consumer market as result of the repositioning process of her personal brand. [resumo fornecido pelo autor]