The importance of communication in building the Vivo brand

The brand market is growing rapidly making brands one of the main assets of a company. In line with this market reality the overall objective of this study is to show the importance of communication in building a brand in the consumer's mind. To do this we must understand the concept of a brand analyze its identity-its symbols colors and shapes-and recognize the importance of communication in brand building. In this study Vivo commercials were analyzed to identify how their values are presented. To do this a bibliographic review and analysis of three recently aired Vivo television commercials were conducted. The expected result is that this research will show the importance of building a brand with a focus on embedding it in the minds of consumers.