Da comunicação do branding a paixão: a consolidação da marca “I ♥ ny”

Abstract

The “I ♥ NY” campaign has global reach, it generates jobs and warms up the economy, among many other things. But how does the branding elements and the brand itself affects people lives? That is the question that this monography tries to answer. It is important to understand the effects of communication, and what a brand is capable of if it is well advertised and planned, and also the bond created between the consumer and the brand. Currently the brand “I ♥ NY” is worldwide known, and New York is one of the most desired destinations in the world, but in the 70's New York's image was stained by corruption, crimes and crisis. This research provided data to help understand the importance of Branding nowadays, and how it affects the consumer, being capable of saving companies from crisis, or a city, like it did to New York.