Casas Bahia, Baianinho e a humanização das marcas no contexto digital

Abstract

The main objective of this work is to focus on the circumstances that motivate the emergence and use of humanized virtual assistants in the new communication of brands, having as main object of study the mascot of Casas Bahia, Baianinho, and its transformation into CB, assistant of the brand, in addition to the implications and impressions motivated by its redesign. For this, we analyze the transformations that have taken place in the communication between brands and public over the decades and the reconstruction of the CB as a tool for the insertion of Casas Bahia in the digital environment and its particularities, giving voice to the brand and being the herald of its motivations and ideals. As a basis for this study, we bring the concepts of branding and marketing strategies to strengthen brands (KOTLER, 2017) and marketing, communication and advertising aspects through a qualitative research, seeking to understand the motivations that resulted in the updating of the brand. In addition, a bibliographic research was also developed, seeking as a scientific basis materials already studied in the area.