Reputational crisis and brand communication: Odebrecht’s strategy to "wash" its image

• Autor(a) principal: Bueno, Wilson da Costa
• Data de Publicação: 2018
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista FAMECOS: Mídia cultura e tecnologia
• Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/28734
• topic: Brand communication; Content marketing; Brand content; Organizational communication; Comunicación de marca; Marketing de contenido; Brand content; Comunicación organizacional; Comunicação de marca; Marketing de conteúdo; Brand content; Comunicação Organizacional

Many companies have made a permanent effort to give visibility to their brands, using strategies or techniques that face ethics and transparency. Brand communication, in this case, assumes a tone that is both grandiloquent, self-praise, and almost always false, which underestimates citizens' ability to identify the hidden intentions in their speech. The article discusses some contemporary strategies of brand communication, focusing on the action developed by the Odebrecht group to "wash" their brand and, therefore, their reputation degraded by unethical positions revealed by Operation Car Wash. It is possible to highlight, among these actions, the use of institutional videos, the content marketing in vehicles of the main press and the change of the names and logos of their companies.