Construção de identidade de marca autêntica : uma análise do discurso da LEGO

Abstract

This dissertation investigates how LEGO, a global brand with nearly a century of history, discursively constructs a brand identity perceived as authentic, particularly in light of the complexities of contemporary integrated organizational communication. In a hyper-digitalized, fragmented context marked by growing institutional distrust, authenticity becomes a symbolic condition essential to organizational legitimacy. As its theoretical and methodological foundation, the study adopts the semiolinguistic approach to Discourse Analysis proposed by Patrick Charaudeau (2008; 2010), focusing on four key dimensions: the communication contract, the subjects of discourse, the discursive aims (visées), and the modes of discourse organization. The analysis encompassed institutional campaigns such as “Adults Welcome” and “Find Your Flow,” digital social media content (Instagram and LinkedIn), and institutional notes on sustainability published on LEGO’s official website. The findings indicate that LEGO employs a discursive strategy centered on symbolic coherence (Keller, 1998; Semprini, 2010), articulating creativity, social responsibility, and affective bonds. However, this coherence is continually challenged—whether by practical limitations (such as the discontinuation of recycled plastic use) or by repetitive formats that may dilute the symbolic strength of the brand’s messages. A strategic duality was also observed between the analyzed platforms: while Instagram activates visual and emotional discourses, LinkedIn reinforces an ethical and innovative organizational identity. This research contributes by demonstrating that communicational authenticity is a relational and dynamic discursive process. As future research directions, it suggests expanding toward reception studies and comparative analyses with other global brands. The study underscores the value of Discourse Analysis in advancing contemporary investigations into brand identity, authenticity, and organizational communication