Magazine Luíza e sua consciência de poder dos públicos rumo ao sucesso da marca

Abstract

This study is about the organization Magazine Luíza and its awareness of public power towards the success of the brand. It is difficult for a company to prosper with confusing and poorly structured organizational communication. It is necessary to understand and promote a set of specific techniques and measures to establish fluid and effective communication, without information gaps or neglect on the part of the public. The work will consist of a general objective, analyzing, through a case study, the company Magazine Luiza, concentrating its focus on communication management aimed at its internal and external audiences, in order to define the strategies used for the development of its branding over the years. The research methodology constitutes a qualitative, exploratory, bibliographical approach, by using information established on the company's Magazine Luiza S/A platform, considering that prior knowledge is important, by establishing and showing several theoretical studies that will serve to prove the discussions, through of books, magazines and scientific articles. Therefore, it is concluded that the study sought to contribute to the case study of Magazine Luiza, within an understanding in which the company emerges digital marketing strategies. There is a branding of the organization, which serves as a reference for other sectors in this market. As it consists of the changing needs of the business world and consumers, within conceptions arising from characteristics of human behavior, where the persona Lu presents different shopping alternatives, also taking customers in a human presence.