Como construir o Branding pessoal de um artista pop baseado na carreira da funkstar Anitta

Abstract

This study seeks to investigate the construction of personal branding for pop artists, using Anitta's career as a case study. The research analyzes how the singer transformed her career into a multifaceted global brand through innovative marketing strategies, a strong social media presence, and constant reinvention. The work is grounded in Aaker's (1996) definitions of brand and branding, exploring concepts such as visual identity, storytelling, and audience engagement. It also examines the role of pop culture in shaping social identities, based on Pereira de Sá, Carreiro, and Ferraraz (2015), and the connections between media rituals and consumption, as discussed by McCracken (2023). Methodologically, the research follows the guidelines of Marconi and Lakatos (2003), employing observational, systematic, and documental studies to understand Anitta's communication and positioning strategies. The study highlights the importance of authentic and strategic branding for artists aiming to establish themselves in the global market. In conclusion, it emphasizes that success in a contemporary musical career depends not only on artistic talent but also on effective and well-planned brand management.