2020-03-172020-03-172019-12-04JESUS, Brenda Marília de; SILVA, João Paulo Marques. Ápio consultoria de marcas. 2019. 84 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2019.http://repositorio.bc.ufg.br/handle/ri/18855The service segment, in particular, those aimed at promoting human health, has both a significant share in the Brazilian market, as well as a strong expansion and annual growth trend. In this scenario, the offer of dental solutions emerges as a promising and highly competitive marketing field due to the significant demands, being this reality perceived in Goiás, in general, and in Goiânia (GO) in a more striking way. Thus, the search for differentials becomes recurrent, and communication is increasingly central in this process. In this context, Public Relations is presented as a strategic area, with multiple knowledge of the communication process, as well as market and research mechanisms, and with a different profile in this segment. Thus, understanding the potentialities of the oral health sector, as well as the lack of communication consulting companies in the area, this paper structures the business plan of Ápio Consultoria, a company from Goiás that specializes in building and strengthening dental clinic brands. small and medium-sized companies located in the state capital, with expansion plans for other health sectors. Conceived from a qualitative perspective, the elaboration of the consultancy used market research and scenario analysis, based on a bibliographic review, to constitute itself in order to comprehend the marketing and communication aspects in a broad and complete way. At the end of the analysis of the various information gathered, the proposed consultancy was promising.porAcesso AbertoRelações PúblicasConsultoriaMarcasClínicas odontológicasPublic relationsConsultancyTrademarksDental clinicsTCC