MARCOS SHIGUERU SUZUKI
Master's - BRANDS’ COMMUNICATION STRATEGIES OF BRAZILIAN FINANCIAL SECTOR IN FACEBOOK
Class: 217, FEA-5
Adviser: Prof. Dr. Andres Rodriguez Veloso
Comission: Profs. Drs. Josmar Andrade, Guilherme de Farias Shiraishi, Marcos Cesar Conti Machado
Communication between brands and their consumers is increasingly fragmented. Today there are multiple media in which the consumer can be impacted and social media are the latest and the ones that have the greatest growth potential among those used by brands to access the consumer. And among the various forms of social media, social networks are the most prominent these days. Facebook is the largest of all social networks reaching more than 1.9 billion people worldwide by 2017. So it becomes important to understand how brands are communicating with their consumers. Communication is an essential condition for establishing relationships between people and brands.
From the identification of the communication elements most used by the brands it is possible to infer which are the strategies used by them and if the strategies are common to the researched sector or if there are some differences between them. We selected for this study brands of the banking sector that had representation in Brazil. Banks were chosen because they belong to the services sector, which represent more than 60% of Brazil's GDP. In order to choose the brands, the brand value was used as a criterion through the Brand Finance consulting ranking of the 500 most valuable brands of banks in the world and the brand's representation in Facebook through the number of fans in its brand page and the Net Equity according to data from Central Bank of Brazil.
*Abstract provided by the author