Posicionamento de marca durante a pandemia: uma análise do percurso estratégico do Ifood no Youtube

Abstract

The covid-19 pandemic brought major changes to our society from the year 2020. In this scenario, the use of cyberadvertising became even more present in brands' productions, it was necessary to work even more on communication, positioning and narrative strategies branding, writing and advertising writing. This work aims to identify and analyze changes in the advertising approach regarding the positioning and advertising communication strategy of iFood during the pandemic, through cyberadvertising pieces deposited in the brand's brand channel on YouTube in the period of March/2020 to March 2021. From authors such as João Anzanello Carrascoza, Robert Kozinets, Fernanda Carrera, Clotilde Perez, Lúcia Santaella, David A. Aaker, Philip Kotler and Débora Zanini. This discussion is important to help understand the role of brand communication with cyber advertising in a completely new pandemic scenario. At the end of the analysis, we can see that the brand's advertising strategy sought to adapt to the context presented in order to continue positioning itself in accordance with its social responsibility, however, without forgetting its marketing objectives.