Construção de valor de marca: uma análise a partir das estratégias da Labellamafia

Abstract

This work consists in an analysis of the value construction of the Labellamafia brand in its trajectory in the fitness scenario. During the development of this study, I attempted to answer how the brand in question built its value to the costumers and how the concept of Hardcore Ladies – Labellamafia's key expression– contributed to this conception. For this purpose, the Semiosynthetic brand concept developed by Andrea Semprini and its proposals for its operation were used as a methodology, including semio-narrative organization of meaning and semiotic mapping. Besides conceptualizing the brand, it was also important to study the market outlook that involved the object of analysis – fitness – and return to the definition of branding. Finally, after analyzing the texts selected for the corpus using Semprini’s method, it was possible to conclude how Labellamafia developed its speach from a positioning based on values that were conceived by the social and market context in which it is inserted.