Branding e moda no Instagram: um estudo multicasos sobre as recomendações do SEBRAE aplicadas pelas MPES do vale do Mamanguape – PB

Abstract

This study explored the application of branding strategies on Instagram by Micro and Small Enterprises (MSEs) in the retail fashion sector in the Vale do Mamanguape-PB region. In a competitive market, brand management is crucial for aligning the company's vision with consumer perceptions. The main objective was to understand how these MSEs use branding elements recommended by Sebrae on their profiles. The research, which was qualitative, exploratory, and descriptive in nature, used a multiple case study and non-participant observation on the Instagram profiles of three companies. Data, collected between August 10 and September 9, 2025, were analyzed based on ten branding categories. The results show that while the companies demonstrate strength in attributes, promise, and positioning, they face weaknesses in communicating their purpose, managing their brand image, and maintaining consistent customer relationships. It was concluded that despite their digital presence, the companies need more cohesive strategies to strengthen their brand, particularly in communication and engagement, to ensure greater competitiveness and market relevance.