"Leia para uma criança": os valores de marca na campanha do Itaú Unibanco

Abstract

The brand discourse has taken new and more emotional tones, with the purpose to involve the audience and make the brands closer to their consumers. The Itaú Unibanco is one of those brands, that although being a financial institution, is approaching, in it’s communication, emotional and social values. This research aim understand how the storytelling strategy, used in the Leia para uma Criança campaign, builds the brand image of the Itaú Unibanco’s brand. To respond this goal, it was made a bibliographic and documental research that guided this monograph. For the brand analysis, of it’s architecture and value, were used Aaker (1998), Aaker e Joachminsthaler (2000) and Kotler; Kartajaya; Setiawan (2010). In the inicial part, the Itaú structure and it’s strategies to bring value to the brand are understood, one of this strategies is Leia para uma Criança. After the understanding of the master brand, the research aims to know the consumption values that are present in the storytelling video of the 2015 Leia para uma Criança campaign using the semiotic analisis of consumption values of Semprini (1995). The values that has been detached are coherent with the brand discourse and the storytelling took place in a familiar space and has actors that dedicate themselfs to society, showing the commitment of the Itaú Unibanco with the people.