Produto Bowl Salad

Abstract

This Final Course Project presents the complete development of the Bowl Salad brand, proposed as an innovative solution in the Goiânia healthy food market. The project encompasses everything from the strategic conception of the brand to its visual, operational, and communicational applications, articulating market analysis, theoretical foundations, and branding practices. The theoretical review is based on the brand management principles of Kotler and Keller (2012) and Aaker (1996), integrated with the Integrated Marketing Communication guidelines discussed by Pinheiro and Gullo (2005). These references support the decisions regarding naming, purpose, positioning, visual identity, and the construction of the brand narrative. The development of Bowl Salad includes the creation of a functional and symbolic name, the definition of purpose, mission, vision, and values, the formulation of the tone of voice, and the elaboration of the buyer persona, allowing the brand's proposition to be aligned with the contemporary behavior of the young, urban, and wellness-oriented consumer. The communication plan integrates digital, advertising, and public relations strategies, detailed through goals, tactics, and actions that reinforce Bowl Salad's presence both online and offline. Analyses indicate that Bowl Salad is an economically viable project, strategically consistent and aligned with healthy consumption trends, highlighting the decisive role of integrated communication in building brand value and competitive differentiation in the contemporary food market