2019-10-222019-10-222018-12-06CARDOSO, Juliana Alves. VillaMix festival: uma marca de desejos. 2018. 90 f. Trabalho de Conclusão de Curso (Graduação) – Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2018.http://repositorio.bc.ufg.br/handle/ri/18275The present study has as its subject the branding and communication strategies of the brand VillaMix Festival, and how they act in the loyalty of their public. The objective of this study is to analyze how the management of a services brand and its communication strategies contribute to the formation of identity and image perception, generating brand value, which leads to a possible public loyalty. To do so, a bibliographical research was presented presenting concepts necessary to explain a brand formation, value and positioning; communication in the services sector; the branding process and how PR works in this context. From a qualitative research, collected through documentary research in the scope of production and questionnaire in the reception and analyzed by speech analysis, it is sought to understand the role of branding and communication in the perception that the public has about the brand. It is concluded that communication strategies act in an essential way in the formation of value and positioning of the brand, but it does not act alone in the loyalty of the public.porAcesso AbertoMarcaBrandingEstratégias de comunicaçãoVillaMix festivalFidelizaçãoBrandBrandingCommunication strategiesVillaMix festivalLoyaltyTCC