A estratégia de branding do Itaú Personnalité: análise do filme "Sempre em movimento" com Lewis Hamilton

Abstract

The objective of this paper is to analyze how the "Always on the Move" campaign film, featuring Lewis Hamilton, strengthens the Itaú Personnalité brand and attracts high-income customers. To this end, it uses the concepts of branding and brand equity, with an emphasis on the work of Kevin Lane Keller (2006). To this end, an exploratory and descriptive analysis was conducted with a qualitative approach, in addition to reading and studying academic productions to survey historical and social aspects. In conclusion, it is possible to observe the power of creating strong associations and stimuli for building resonance through the use of the driver and Formula 1, enabling the brand to get closer to the public so that, endorsed by the participation of the athlete, it can establish itself with legitimacy for the construction and achievement of success and financial security for its customers.