Resumo:
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.
