Os potenciais das brasilidades no luxo: riquezas culturais-simbólicas

• Ano de defesa: 2026
• Autor(a) principal: Pereira, Lucas Martins Honorato
• Orientador(a): Contino, Joana Martins
• Banca de defesa: Perrotta, Isabella Vicente , Cardoso, Fernanda de Abreu
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Economia Criativa, Estratégia e Inovação
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Mercado de Luxo; Brasilidades; Marketing de Luxo; Culturas
• Palavras-chave em Inglês: Luxury Market; Brazilities; Luxury Marketing; Cultures
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ECONOMIA
• Link de acesso: http://tede2.espm.br/handle/tede/916

This dissertation investigates how international luxury brands mobilize national identities and cultural-symbolic repertoires from their countries of origin as strategic assets in the construction of value within the global luxury market. Positioned within the fields of Creative Economy and Luxury Marketing, the research is grounded on the premise that contemporary luxury operates as an ecosystem that articulates culture, branding, and experience design in the generation of symbolic and economic capital. A qualitative and documentary approach was adopted, structured into two complementary analytical systems. System 1 comprises the brands Burberry, Hermès, and Versace, whose institutional websites were examined through a proprietary analytical canvas based on brand identity dimensions. System 2 consists of WGSN strategic reports published between 2022 and 2024, categorized using content analysis-inspired coding criteria. The chosen time frame is justified by the post-pandemic context, characterized by strategic restructuring, digital acceleration, and reconfiguration of value narratives in the luxury sector. Findings reveal that the analyzed brands construct coherent identity architectures by translating territorial heritages — Britishness, French savoir-faire, and Italian exuberance — into narrative, visual, and experiential systems that sustain global competitive differentiation. Cultural-symbolic activation emerges as a scalable strategic guideline, reinforcing legitimacy, authenticity, and premium positioning. Based on these insights, the study proposes five strategic recommendations for the activation of Brazilianness (“Brazilities”) within the Brazilian luxury market, highlighting its potential to generate cultural, creative, and economic wealth on the international stage.