Os benefícios emocionais, sociais e de autoexpressão como associações aspiracionais no branding: um estudo sobre a cocriação de significados de marcas por migrantes gaúchos

Abstract

Brands are true repositories of symbolic meanings, playing a central role in the construction of personal and collective identity. This study investigates the relationship between gaúcho migrants and brands from Rio Grande do Sul, aiming to understand how this dynamic influences formation of personal and collective identity, fosters a sense of belonging, and how companies can leverage this context to anchor their brands in authentic relevant elements, thereby strengthen them. The premise is that migration involves physical distance but not emotional detachment from one’s place of origin, leading individuals to value and resignify regional brands as identity anchors that evoke a sense of belonging. Memory emerges as a pivotal pillar, evoking established discourses tied to brand consumption and sustaining the migrant’s identity. Employing a qualitative approach, this research utilizes in-depth interview with a Gaúcho migrant to map their behavioral and emotional patterns linked to consuming Rio Grande do Sul brands. Results, analyzed through French-oriented Discourse Analysis and aligned with theoretical framework, objectives, and research questions, reveal that the meanings attributed by the migrant to certain brands transcend functional benefits, encompassing emotional, social, and self-expressive benefits. As contributions, the study organizes the emotional, social, and self-expressive benefits associated tied to gaúcho brands and defines the buyer persona of the gaúcho migrants, thereby providing support for the formulation of business and branding strategies. The study concludes that the relationship between migrants and the consumption of regional brands constitutes a strategic opportunity for companies, enabling regional brands to consolidate as strong brands while simultaneously supporting migrants in the formation, affirmation, and valuing of personal and collective identity.