Posicionamento de Marca: uma análise da comunicação da governadora Fátima Bezerra no Instagram no ano de 2018
Brand positioning is one of the main strategies within the sphere of political and electoral marketing. Basically, its objective is to transmit a message that creates an intentional image in the minds of consumers (citizens / him). In this perspective, this work also contextualizes the universe o...
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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/123456789/34476 |
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| Resumo: | Brand positioning is one of the main strategies within the sphere of political and
electoral marketing. Basically, its objective is to transmit a message that creates an
intentional image in the minds of consumers (citizens / him). In this perspective, this
work also contextualizes the universe of the political field, its actors, objectives and
characteristics, as well as the theoretical framework that introduces and exemplifies
the actions of marketing applied to politics. Thus, to illustrate this, the present
research does a content analysis of the brand positioning on Instagram of Governor
Fátima Bezerra in 2018, based on the pre-campaign, campaign and post-campaign.
Therefore, the objective of the research is to understand the main strategies used by
Fátima within the scope of her brand positioning. During the analysis, it was identified
that Fátima strategically changed its position in order to promote more assertive
communication with its target audience. As for the authors, the research uses a
theoretical framework based mainly on the view of: Aaker, Muniz, Alves, Aristotle,
Bardin, Kotler and Heller. |
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