(2024-11-29) Arthur Felipe Romancini; Emilly Fernanda de Freitas Barberá
This paper begins with an analysis of the Fuxico Agency, which uses word-of mouth marketing as its main promotional strategy. The agency's identity manual will
be presented to illustrate the construction and management of the brand. The focus
will then be on the Dona Maria Studio, a business specializing in handmade crochet
pieces. The study will address the development of the brand identity and the marketing
strategies adopted by the studio, highlighting the careful and artisanal elaboration of
the products offered.