Declarações políticas de marcas e imagem de marca em um Brasil polarizado

Abstract

Public political statements made by brand spokespersons have become increasingly common among brands worldwide. Every public statement affects brand image and, consequently, business performance. This dissertation aims to propose a conceptual model of Brand Political Activism (BPA) to support managerial decision-making and theoretical advancement in the field. This research investigates how political statements, issued by spokespersons of brands operating in Brazil, impact brand image and visibility. The study is justified by the scarcity of research within the Brazilian context, contrasting with the growing global academic interest in the topic. A qualitative approach was adopted through a multiple case study involving five organizations, through the analysis of data from semi-structured interviews, social media comments, news reports, and online institutional statements. The findings reveal two primary impacts: among ideologically aligned audiences, the brand gains relevance and strengthens its sense of community; conversely, among opposing groups, such statements generate noise, hate speech, and boycotts. It was found that brands with BPA previously consolidated into their identity mitigate image crises, as the audience understands and legitimizes their positioning. In contrast, statements from spokespersons that are misaligned with brand identity or made without prior planning trigger severe crises and greater reputational damage. For professional practice, it is concluded that social media engagement stemming from political statements expands visibility and attracts new audiences; however, a lack of planning for such statements can expose the brand to critical image and reputational risks.