Brasilia for people: The city as a brand

This work aims to analyze the city of Brasilia from the perspective of a brand, and the city’s space as a concept store. To achieve this goal, a literature review was carried out on the concepts of brand, store and habit in order to understand how to position the city as a brand. At the same time, a literature review was carried out on the formation and function of cities, the social shift from public values to the private sphere, how cities can behave towards their residents and the relationship between residents’ happiness and space. Four cities in addition to Brasília were selected for study with a view to urban planning, forms and the importance of urban life. All these concepts were used to understand Brasília, from the planning conceived by Lúcio Costa to the current urban problems. All the factors were approached using advertising techniques and concepts, developing the brand’s positioning and strategic suggestions for solving the problem through advertising.