Posicionamento de marca durante a pandemia: uma análise do percurso estratégico do Ifood no Youtube
The covid-19 pandemic brought major changes to our society from the year 2020. In this scenario, the use of cyberadvertising became even more present in brands' productions, it was necessary to work even more on communication, positioning and narrative strategies branding, writing and advert...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/33945 |
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| Resumo: | The covid-19 pandemic brought major changes to our society from the year 2020. In
this scenario, the use of cyberadvertising became even more present in brands'
productions, it was necessary to work even more on communication, positioning and
narrative strategies branding, writing and advertising writing. This work aims to
identify and analyze changes in the advertising approach regarding the positioning
and advertising communication strategy of iFood during the pandemic, through
cyberadvertising pieces deposited in the brand's brand channel on YouTube in the
period of March/2020 to March 2021. From authors such as João Anzanello
Carrascoza, Robert Kozinets, Fernanda Carrera, Clotilde Perez, Lúcia Santaella,
David A. Aaker, Philip Kotler and Débora Zanini. This discussion is important to help
understand the role of brand communication with cyber advertising in a completely
new pandemic scenario. At the end of the analysis, we can see that the brand's
advertising strategy sought to adapt to the context presented in order to continue
positioning itself in accordance with its social responsibility, however, without
forgetting its marketing objectives. |
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