Quem disse que só de publicidade vive uma marca?: a construção do posicionamento da “Quem Disse Berenice” a partir da análise dialógica do discurso

Abstract

At a point in history when people are seen with electronic screens at mundane moments, such as meal times and even in bedtime, we understand that there is a need to study what they keep looking at: social media sites. The fact of our being always connected led to changes in the most different segments. In the communication area, there was a movement of vehicles’ migration to the Internet. Companies worried about sales goals initially focused on advertising on television, radio and newspaper, perceived in social media a new way of communicating, a new space for advertising. In this context this research has been done, aiming to identify and understand the discourses produced by a native digital brand. The case study draws attention to "quem disse berenice?" a makeup brand launched by "O Boticario" group in 2013. From Bakhtin's dialogism perspective, the research analyzes the speeches produced by the company in a process of image construction in digital channels. It also seeks to understand the interlocutions built in the process, to understand how the consumer public reacted to the various communication strategies applied between the years 2013 and 2015, that is, the adaptation of the brand as an utterer regarding their chosen interlocutors, notwithstanding the ultimate end of selling products.