Itaú : a construção de uma marca que se faz presente

Abstract

This research aims to understand the perception of Itaú brand's value and its strategic role. The analysis was based on two segments: The first one consisted of field research at Itaú Cultural itself, and the second was an analysis of the marketing actions carried out by the brand for two big festivals: The Town and Rock In Rio. The study employs a qualitative research methodology of a documentary nature, based on Laurence Bardin's content analysis. The results point toward humanization, the democratization of access to culture, entertainment, and connection with consumers. However, challenges remain regarding the barrier between the narrative of technological innovation offered by the bank and the perception of public space - which ultimately fails to democratize full access to the population due to the segregation of a “VIP audience”. Thus, it is concluded that in presenting its campaigns and advertising actions, Itaú possesses a unique communication style that goes beyond demonstrates a strong market position, ensuring the institution endures beyond its centennial and sustains its legacy.