Co-branding e internacionalização: a parceria entre Havaianas e Gigi Hadid como estratégia de posicionamento global da marca brasileira

Abstract

This study analyzes the co-branding strategy between the Brazilian brand Havaianas and the international model Gigi Hadid, exploring the symbolic, communicational, and strategic impacts of this collaboration on the brand's global positioning. It investigates how strategic collaborations such as this one contribute to strengthening the positioning of Brazilian brands abroad, balancing cultural authenticity and global appeal through the effective use of cobranding. The research adopts a qualitative approach, based on content analysis of the campaign’s advertising materials and netnography, complemented by a literature review of classical and contemporary authors in co-branding, international branding, and symbolic consumption, such as Aaker (2007) and Blackett and Russell (1999). The study highlights the importance of strategic collaborations in the context of contemporary branding, emphasizing the convergence of purpose, identity, and engagement. It also underlines the relevance of preserving cultural authenticity in the internationalization process, valuing the symbolic attributes that define Brazilian identity. The results indicate that Havaianas, by combining its national essence with global partnerships, demonstrates how co-branding can function as an effective tool to enhance the brand’s international recognition.