Influência do branding na fidelização de clientes.

Abstract

The objective of this article is to present research on the influence of Branding on Customer Loyalty, seeking to understand which strategic elements of the Brand contribute to the construction and loyalty of customers. The methodology used in the development of the article was bibliographic, exploratory, and descriptive research, as well as the use of qualitative and quantitative approaches. For data collection, a questionnaire was applied to 65 consumers, as well as to 10 managers or supervisors from companies in various market segments. The research was conducted in the second semester of 2025. The results demonstrate that branding is a determining factor in the formation of loyalty, acting as the bridge that transforms product satisfaction into a bond with the brand. The analysis revealed that true loyalty is built upon pillars of trust and emotional connection, and not just on the commercial transaction. It is concluded that branding, when applied in a strategic and consistent manner, is the main driver for the construction of robust brand equity and a lasting relationship with the customer.