Description

The Internet and social networks statistics shows, by researches and numbers, the importance both got on people day-by-day. They proposed to the Internet users new ways to interact, express themselves and give their opinion about an infinite number of subjects, including brands.
Brazilian people have a meaningful participation in the current scenary, and this is the reason of this research development. Based on the presented scenery, this study tried to analyze the branding and the customer relationship into the social networks at a specific case, identifying the principles that guide its application.
This study also brings a concept called collaborative branding into the social networks, in wich the company changed the monologue by the dialogue and get, with this action, closer customers, givin their real opinion and becoming more and more loyal.