Eventos como estratégia de comunicação para construção da identidade da marca: o caso da Beleza Brasileira

Abstract

In a competitive beauty market, brands face the challenge of creating emotional connections with their audience. This study aims to analyze how the Beleza Brasileira brand uses in-person events to build its brand identity. The research is qualitative, based on a descriptive case study. It was found that events are central to promoting sensory experiences and reinforcing the brand's identity, focused on Brazilian culture and self-care. Despite the strategic selection of events, logistical challenges and the lack of robust metrics limit their impact. It is understood that, to maximize branding potential, it is essential to invest in professionalizing event management and measuring results, promoting greater strategic integration.