Análise das práticas de gestão de marca através das mídias sociais: um estudo de caso em uma empresa de vestuário

Abstract

Brand management reveals itself as a strategic tool within organizations, in which social media plays a fundamental role in the development of practices for this management. This research analyzes how brand management practices are worked through social media in a clothing company. Therefore, a qualitative descriptive research was carried out using the case study’s method. The gathering technique consisted of interviews and non-participant observation. The use of social media to provide brand management analysis contributions to the company was analyzed. It was verified that the practices are up to date and the results are satisfactory. The company is attentive to the development of the concept, value, identity, positioning and communication of its brand, launching products based on strategies that encourage customers to purchase frequently. Thus, it is concluded that even it is small, with a reduced structure and operates only on the web, a company can develop its brand through strategies already consolidated in the market. This study contributes theoretically by highlighting the viability of working on the brand in small businesses with a restricted budget. The internet is a space that allows this and the gains are exponential.