Comunidades de marca como estratégia de diferenciação no mercado de moda: estudo de caso da Lela Brandão Co

Abstract

This article analyses the construction of brand communities as a differentiation strategy in the contemporary fashion market through a qualitative case study of the Brazilian brand Lela Brandão Co. The study examines how branding, understood as a cultural and relational process, contributes to the formation of symbolic, emotional, and identity-based bonds between the brand and its target audience. The main objective is to analyse how the development of brand communities strengthens the brand’s competitive positioning. The specific objectives are to examine the theoretical concepts of branding and brand communities, to identify the strategies adopted by the brand, and to analyze the interactions established with its target audience. The research adopts a qualitative and explanatory approach, combining literature review and analysis of institutional material, digital communication, and brand engagement practices. The results indicate that the articulation of narrative, identity, and proximity favors the consolidation of an active and participatory brand community. The study concludes that building brand communities represents a relevant competitive advantage in the contemporary fashion market by promoting belonging, engagement, and co-creation value.