A imagem da marca

• Ano de defesa: 2009
• Autor(a) principal: Kano, Ricardo
• Orientador(a): Ferrara, Lucrecia D'Alessio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Imagem de marca; Identidade; Publicidade de marca; Banco do Brasil > Historia; Companhas publicitarias; Comunicacao; Marca registrada; Publicidade
• Palavras-chave em Inglês: Communication; Brand image; Identity; Brand advertisement
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/5227

The aim of this study is to analyse the image of the brand Banco do Brasil and for this matter we´d been researching the communications strategies used by the company in seeking a corporate identity, mostly from the end of 60`s until present. This work described how the Banco do Brasil built its brand image and it prestigious by the connection history within the Nation. We analyzed the process of the Banco do Brasil brand construction from 1968 to 2008 in order to create a scenery of analyze and to comprehend the events in which affected its life within the most significant elements. Hence, it will be useful to understand how the symbolic elements in which affected the development and the structure of the brand, by the sociable process of publicity by the brand and its logo. The methodology of the analysis developed a comparison between the historical context and the corporate identity and, mainly, a semiotics description of the brand and its advertisement in order to build a corporate identity. The references, and mainly definitions and concepts, in this work are based in different authors. To understand the history of Banco do Brasil: Motta, Bosi, Ianni and Carvalho consent to in a constructions of historical context. Among those authors who study especially the history of the bank, we can name Monteiro and Bandeira. To analyse Banco do Brasil´s brand we used the studies of Wollner, Perez, Martins and Aaker. And, not but far the study of Medeiros and Nobre which too approach the history of Banco do Brasil brand. To understand the communication in general Baudrillard, Benjamin, Haug and Jameson works