Guaraná Jesus além das fronteiras maranhenses: uma perspectiva acerca de sua essência e imagem

Abstract

The current study has as a thematic approach the branding (brand management), with a study done about the Maranhão soft drink Guaraná Jesus, which aims at identifying how brand management is perceived beyond its territorial limits, examined aspects of its image and its essence. Plus, the main concepts which conceive the meaning of the brand and the elements that form it were explored, based on bibliographic research. What’s more, the research universe took place within the digital environment, specifically on the social network Instagram, where research object is present. Thus, the reference study had been done through the netnographic method and conceived by two ways. The first one is concerned as the study of the brand in the digital environment to clarify how it positions itself, what its posture and the existing elements in its branding strategies. The second one is concerned as a research done with followers of the brand who are not Maranhão, to understand how the message issued by the brand is assimilated. Finally, a correlation was made between what the brand emits through its branding strategies and what is understood, perceived and associated by non-Maranhão consumers/knowledgeable.