A (des)construção de Guilherme Boulos: análise das estratégias de branding utilizadas no Instagram do candidato nas eleições municipais de São Paulo em 2020

Abstract

The main objective of this research is to understand which were the branding strategies used by Guilherme Boulos' campaign on the social network Instagram in the elections for the São Paulo City Hall in 2020, which inaugurated a new phase in Boulos' political career. Previously referred to as “radical” by the major media outlets, after the 2020 campaign he started to be seen and addressed in the media in a milder way, surprising the vast majority with the success of his campaign that took him to the second round of municipal elections . The analysis of the research, of an explanatory and qualitative nature, was carried out from the perspective of the theory of the “six attributes of human-centered brands”, present in the book by the authors Philip Kotler, Hermawan Kartajaya and Iwan Setiawan (2017), these six attributes being intrinsic to branding and, consequently, also to political and electoral marketing. In this way, based on this theory, we sought to understand how the use of these attributes in the campaign were responsible for its success, and, despite suffering a defeat at the polls, Guilherme Boulos emerged victorious in the media and much stronger, known and understood than in the run-up to the election.