Entre o discurso e a prática: estratégias e fragilidades no caso Tania Bulhões

Abstract

This study analyzes the communicational response of the brand Tania Bulhões to the image crisis it faced at the beginning of 2025, following the negative repercussions of a video shared on social media that questioned the exclusivity of its porcelain products. To this end, it examines the symbolic construction of the brand through the lens of branding and institutional communication, articulating elements such as discourse, practice, and public perception. The theoretical foundation is based on the understanding of the brand as a relational, symbolic, and discursive system, continuously shaped through interaction with its audiences and influenced by cultural, communicational, and market dimensions. Methodologically, this is a case study, drawing on the analysis of official statements, news articles, social media posts, and publicly available documents. The findings indicate that the brand's reactive crisis management, characterized by the deletion of posts, shifting of responsibility, and lack of discursive coherence, undermined its credibility and underscored the importance of branding strategies that align narrative, behavior, and public engagement.