Lovemark e arquétipos da marca: um estudo sobre a percepção dos maceioenses sobre a marca Illa Sorvetes

Abstract

In the current context of consumption, the individual has acquired a leading role in the dynamics between the market and the brand, in which the consumer becomes capable of influencing the way he consumes and the people he connects with, thus forcing brands to rethink and structure their strategies to develop their relationship and gain their customers' loyalty. Based on the study of marketing strategies and combined with psychological studies, companies use tools and strategies to position themselves and approach their customers, an example of this is a study related to Lovemark, in which companies use strategies to be loved by consumers and brand archetypes, to build a more humanized brand and general emotions in its customers. Based on this, the study sought, through the methodology of quantitative research, to analyze the perception of the people from Maceio regarding the company Illa Sorvetes, based on the themes Lovemark and Archetypes of the brand, seeking to understand the resourcefulness of the company in the Alagoas market and whether the company presents structured characteristics of a brand that is present in the unconscious and in the loyalty of its public. At the end of the research, it was found that the company has considerable relevance in Maceió, however, it needs to revalidate its strategies to become a memorable brand in the minds of consumers.