Gestão de marcas em tempo de pandemia: comunicação estratégica das cervejarias artesanais goianas

Abstract

Branding is understood as a set of actions designed for a brand. These actions, they take brands beyond their economic nature, passing to be part of the culture, and influence people's lives. Branding is an activity linked to the marketing of organizations and aims to create value, idea and personality. With the purpose of awakening sensations and creating conscious and unconscious emotional connections in your prospects, so that, when choosing your brand, he chooses the product or service that is most evident in his memory and awakens greater empathy and identity. Consumer 5.0, of the 21st century, has new habits, characteristics and requirements. Brands need to stand out, strategically in an increasingly competitive market to be able to conquer and maintain their target audience and not only attract new customers, but also make them feel part of the evolutionary process of the brand. And, in this very peculiar moment, where we find ourselves trapped in a pandemic, breweries, more than ever, needed to reinvent themselves in order to remain in a highly competitive and diversified market, since their main selling points are public places like bars, events and nightclubs. Thus, based on the theories made by Kotler (2017), Keller (2005), Bardin (2009), Morais (2018), among others, this monograph project of completion of course aimed to analyze, at the height of the pandemic of COVID 19 the communication action strategies adopted by two of the most relevant craft breweries in Goiás, responsible for the production of Colombina and Cavalo Louco beers. To this end, it questions how these craft breweries positioned themselves, as brands, in order to verify the content of advertising disclosure on official social networks and the forms of interaction with their audiences during the height of social isolation, respectively in the months of May / April 2020. This research is justified by the brand management of a highly relevant topic, since we are experiencing a critical moment and it is important to analyze and understand how the brands that need a public gathering if they survived in the market at the height of the pandemic. The chosen theme is of paramount importance for the Advertising course, as it allows us above all to understand alternative means of a closer relationship with the consumer and the power that communication has to retain its target with the help of social media that are being increasingly inserted in the market. After analyzing the digital communication strategies, it was verified that the main type of strategy used was the promotional one, which made it possible to satisfy the needs and desires of its target, seeking new alternatives for consumption and acquisition of beverages by creating. Although they achieved their goals, which is the permanence of sales, in my opinion they were not creatively daring when it came to calling the public's attention, letting insecurity and fear of an uncertain future take over their actions. Actions aimed at the consumer experience are essential at this time, as the 5.0 consumer is always looking for something that satisfies their desires, wants and needs, so brands need to adapt to the "new normal" by creating actions aimed at the experience of their customers. target, taking emotions, feelings and causing memories in the minds of consumers.