Identidade de marca: construindo um plano de branding para uma cervejaria artesanal

Abstract

The present experimental work is about a plan to create a craft beer brand, with enfasis on the branding process. Through the analysis of consuming habits, it seeks to elaborate an ideal plan, creating value along the target audience to make an exclusive local beer brand. As a reference, data from entities and authorities about the specific market were used, like SEBRAE, IBGE, Exame, Ventura and Laurentis, as authors such as Fernando Jucá, Ricardo Jucá, Di Nallo, Trout, Ries, Wheeler and Semprini, who appear in this work on the most specific parts of it, whith envolves the creation of the brand, to get a wider perspective of the ideas surrounding the plan. The branding methodology was choosed to create this experimental work: visual identity and a series of strategies based on the interaction of consumer and product at the store.