O marketing sociocultural como ferramenta publicitária na construção da marca : um estudo de caso do banco Itaú.

Abstract

This study aims to list within the universe of traditional marketing innovative and relevant ways that meet the increasingly frequent business needs to stand firm before its consumers in a globalized world and in which competitiveness is acquiring larger contours every day. From these assumptions, the study has looked at two aspects of holistic marketing: social and cultural aspects have become heavily exploited tools in that scenario. The theoretical framework also refers to the branding context, structuring method, management and training of any brand and brand equity, used to manage, compose the quality and add value to the meaning of the brand, which will also have its roots presented in this research. The theoretical framework also brings the advertising ability to reinvent itself, through institutional advertising, which is directly related to the socio-cultural issues of marketing. This research contextualizes the socio-cultural marketing projects adopted by Banco Itaú over time, as well as advertising calls for a specific period, where the company is placed on the consumer as the driving actions that stimulate and benefit society, thereby enhancing its ability to reinvent itself while that captivates people with the power of your messages. By understanding these actions it is possible to establish a line between his reasons, to the technical glimpsed the content of this study, while the appreciation of these parts provides knowledge and ability to see that the forms of interaction and contemporary communication tend to be increasingly focused on what is good not only for the company but for society as a whole.