Marcas da reputação corporativa: estudo de caso Itaú #ISSOMUDAOMUNDO

Abstract

This work aims, through the methodology of study of case and the intersection of social and cultural marketing concepts with the communication strategies, to analyze how the actions taken by financial institutions in this communication field contribute positively to build an institutional reputation. From the theoretical framework of the Itaú bank’s #issomudaomundo campaigns, it was observed the strategic resources used in digital social media, and carried out an analysis of the portfolio of content related to the causes supported by Itaú. Finally, this work presents textual markers that works on the construction of institutional reputation, as the marks of engagement, trust, empowerment, admiration and closeness.