O futuro é feito de marketing: análise das ações de marketing relacional e emocional aplicadas ao setor bancário em 2024 para alcançar a lealdade de marca

Abstract

This term paper analyzes the application of relational and emotional marketing strategies in the latest 2024 advertising campaigns of Itaú Unibanco, Banco do Brasil, and Nubank. The goal is to comprehend how these practices influence the consolidation of brand loyalty, as conceptualized by David Aaker and Andrea Semprini. Using a descriptive and qualitative approach, a literature review of marketing approaches and the concept of loyalty was conducted, as well as a qualitative analysis of the aforementioned campaigns, emphasizing elements of verbal and visual communication as well as the physical customer experience. The results indicate that the construction of affective bonds between brand and consumer occurs, especially in the case of the corpus of analysis, through the use of brand spokespeople and the construction of narratives and associations that generate identification, a factor that strengthens loyalty by aligning company values with the needs of the public.