Identidade de marca jurídica à luz do código de ética

Abstract

This study examines the use of marketing and branding strategies in the legal field, focusing on brand identity construction in compliance with the Code of Ethics and Discipline of the Brazilian Bar Association (OAB). The research analyzes the evolution of marketing, from the 1.0 to 6.0 eras, addressing how digital transformations and new technologies, such as artificial intelligence and paid traffic, impact the communication of legal brands. It highlights the importance of humanization and personalization as pillars for consolidating credibility, establishing client connections, and strengthening the social role of advocacy. Through a qualitative and exploratory approach, the study reviews academic and normative content, investigating how ethical principles guide the application of legal marketing in an increasingly digital and competitive market. The research underscores the role of legal branding as a tool to align tradition and innovation, exploring how new technological possibilities can be ethically employed to create strong and trustworthy brands. The study concludes that while the restrictions imposed by the OAB are essential for preserving professional ethics, they also present challenges that require creative and strategic solutions. Modernizing practices and balancing innovation with traditional principles are fundamental for advocacy to stand out in the market while respecting its role as an essential function of justice.