Abstract:

This paper is as much the result of a recent study as the result of experience working with the women’s market in Brazil and considers in-depth the connection between consumers and brands. What we are trying to achieve with this study is to assess how for a specific profile of consumers this relationship between people and brands is formed as well as to assess the role that brands play in the lives of these consumers. Although natural limitations exist in an investigation aimed at this purpose we believe this paper contributes to the debate with implicit significance for companies’ brand management.