O uso do Branding como estratégia de diferenciação para marcas de moda autoral de Fortaleza-CE: um estudo de caso da marca Ahazando

Abstract

This article seeks to explain how the authorial fashion product brands in the city of Fortaleza-CE use the branding tool as a way to differentiate themselves from its competitors, as well as to strengthen the brand in the subconscious of its consumers and sympathizers. To do so, the methodology used was a qualitative approach, where a case study of the fashion brand Ahazando was carried out. The data collection was done from bibliographical, documentary and field research, which was done through an interview with one of the founders of the aforementioned brand. The theme is relevant in view of changing the way purchasers consume all over the world, a perceived fact by brands that seek to update to the new ways of consuming of their target audience and customers in order to stay in line with their needs and desires.