A identidade de marca da empresa Callalily Pijamas, por meio do prisma da identidade de Kapferer

Abstract

The purpose of this study was to deine the brand identity of the company Callalily Pijamas. Information was collected through the focal group technique and analyzed to apply them to the Kapferer identity prism. The research covered content regarding brands, branding and brand identity, based on authors such as Consolo (2015), Aaker (1998) and Guilhermo (2012). The focus group facilitated the elaboration of the strategies found in the prism. The result of the identity demonstrated to Callalily, a communication direction to attract consumers. In conclusion, the research highlighted the importance of deining the identity of a brand.