Determinantes da criação e consolidação da marca pessoal Bianca Andrade: um estudo a partir da percepção dos fãs

Abstract

This study aims to find out which factors in public perception are decisive for the creation and consolidation of Bianca Andrade's personal brand. To this end, a qualitative exploratory approach was used, in addition to the application of content analysis in semi-structured interviews conducted with Bianca Andrade's fans. The results indicate that the relationship Bianca Andrade built with her followers on social media, supported by their attachment to her personal brand, has been fundamental to the creation and consolidation of her brand. This bond has been strengthened by the content she shared, the values she conveyed and the strategies applied, which position Bianca Andrade as a solid and influential brand in the market. It has been also noted that fans find it difficult to separate Bianca Andrade's personal brand from her make-up brand, Boca Rosa. Added to this is the evolution of Bianca Andrade, who began her career as an influencer, then became an entrepreneur with her own product line and subsequently established herself as a businesswoman and reference in the marketing field.