Comunicação estratégica: a construção do posicionamento da marca Boca Rosa Beauty

Abstract

This academic work analyzes the construction of Boca Rosa Beauty's brand positioning through the strategies used on the brand's Instagram social network and Bianca Andrade's professional profile during her participation in the reality show Big Brother Brasil 2020. The research presents theoretical approaches regarding strategic communication in contemporary organizations (KUNSCH, 2003) and communication strategy (JORGE DUARTE, 2020). It also seeks to understand strategic communication in the digital environment (BUENO, 2003; TORRES, 2009; LAS CASAS, 2010; GABRIEL, 2010; TURCHI, 2018 PÚBLIO, 2008) and communication strategies in brand positioning (KOTLER AND PFOERTSCH, 2008; JACK TROUT AND AL RIES 1989; LUPETTI, 2007). Given the theoretical framework, the case study methodology is used for a detailed analysis of a phenomenon, that is, an object of study, in this case the case of the Boca Rosa Beauty brand. Therefore, we can understand that when we analyze the strategies, Bianca used her image through strategic communication to promote her brand, in addition, with the use of communication strategies she managed to consolidate the positioning of Boca Rosa Beauty in the market. Furthermore, we found that in the research the use of self-referencing, which Bianca uses as a way of promoting her image through strategies, can help companies put strategies into practice in the digital environment, and contribute to communication studies.