Agentes transformadores : contribuições das marcas para a aceitação da comunidade LGBTQI+ no Brasil.

Abstract

Gradually, brands have been using social advertising as a way to sustain their position in the market. A significant part of the cases is not only the appropriation of a theme to sell and/or promote a product or service, but the adoption of measures of a transforming character. Taking into account the relevance that brands currently have in Brazilian society, this research seeks to discuss how brands that operate in Brazil are contributing to the LGBTQI + community being more socially accepted. During the monograph, a qualitative bibliographic research was carried out that allowed to understand introductory aspects and to conceptualize what a brand is and branding. Questions about the human being and their diversities are presented, highlighting the discussions of gender and sexual orientation. Established a contrast between brands and their branding strategies with different beings. This relation allows to observe how the branding objectives linked to the LGBTQI + community are capable of impacting people's lives and contributing to the construction of a more inclusive society. Subsequently, an exploratory research was carried out with the LGBTQI + community, using the form as an instrument for this, and an applied research for professionals who work in diversity programs or who are part of a diverse company, through a structured interview script. Finally, we present an analysis of two cases, of the brands: Skol and Ben & Jerry’s. The analysis of the case was based on the crossing of data collected in the theoretical research, which allows to visualize more clearly the transforming potential of the brands. Given the results obtained, it is possible to visualize the importance that brands have in the Brazilian society and how communication has a transforming power shaping social structures.