Identidade de marca : o caso Natura

Abstract

This work has as its main theme the study of Natura's brand identity. The main objectives are to identify how the brand identity is developed, the importance of identity for a brand, how Natura manages and develops its brand. Based on a qualitative research where several writings were observed such as reports published by the company, informations from the website, books completely directioned to the study’s theme and a structured interview with a company employee, it was possible to obtain valuables informations that allowed a good analysis of how the company works and develop your brand identity. So through the collected and analyzed writings it’s possible to say that Natura really develops it’s brand identity safely and can talk to the audience through your products and advertising campaigns.