A construção da identidade de marca da Natura: a percepção da consultora de São Borja

Abstract

The present study aims to investigate how brand identity built from the nature of advertising , so you can find out if the image created by the mark is the same as the nature of São Borja consultant realizes. The guiding research problem is to understand whether the brand image built through advertising is reiterated by the consultants responsible for the sale of the company/ brand Natura products. Thus , the central aim of the research is to understand how the identity of the Natura brand is perceived by consultants through advertising. To be able to visualize such relationship, we defined the following specific objectives : (1) analyze the discursive strategies used by advertising to build brand image , (2) identify the evaluative aspects that assist in the process of building the image brand, (3) verify that the consultants assist with building brand image of Natura . The research develops from a case study, taking into account the perspective of Duarte (1991) . The stages of analysis include: (1) analysis of the commercial campaign " Every relationship is a gift " Natura brand , (2) formulation of the questionnaire, (3) the questionnaire along to brand consultants in São Borja, (4) results between phases 1 and 3. Information obtained from the research were at the end of this work, organized in order to respond to the issues and objectives of the work .