Carratore, Luis Roberto Rossi DelMedeiros, Pedro Rafael Santos2025-07-172025-07-172025-06-30RAFAEL, Pedro Rafael Santos. Crescimento de marca: Kotler, Sharp e o dilema entre participação de mercado e fidelização do cliente. 2025. 15 f. Trabalho de Conclusão de Curso (Graduação em Publicidade e Propaganda) – Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/64587Brand growth is one of the main challenges faced by companies in competitive markets. To achieve this growth, two divergent strategies are typically considered: building customer loyalty to ensure long-term return, or consistently acquiring new customers. This study explores the dichotomy between these two key marketing approaches. While Kotler emphasizes the importance of cultivating long-term relationships with customers, Sharp argues that brand growth is best achieved by increasing market penetration and reaching new buyers. This research analyzes the contrasting perspectives of these renowned marketing theorists within the context of digital and fragmented markets. By examining both approaches, the study aims to provide a comprehensive understanding of how companies can balance their strategies to achieve sustainable growth. Through a systematic literature review, it investigates how these seemingly opposing views play out in real-world scenarios and which approach yields better outcomes. The discussion suggests that these strategies are not mutually exclusive but can be complementary, and highlights that loyalty, although valuable, is rarely sufficient to drive brand growth without a broad customer base.pt-BRAttribution-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nd/3.0/br/Crescimento de MarcaParticipação de MercadoFidelização de Clientes.bachelorThesis