(2023-12-10) Gonzaga, Rayne Batista; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Lira, Wallace; http://lattes.cnpq.br/7834505234728150; Arruda, Éverton Moura; http://lattes.cnpq.br/8458855239132157; Salgado, Andre Wilson Archer Pinto; http://lattes.cnpq.br/0197746640735395
This article critically examines the process of adaptation of sponsoring brands to the
vibrant Parintins Folk Festival, focusing on the color changes during the event.
Considering the strong symbolism of the colors red (Boi Garantido) and blue (Boi
Caprichoso) in the festival, the research seeks to understand how brands
incorporate these traditions into their visual identities. The results aim to contribute to
a deeper understanding of branding strategies in specific cultural contexts, providing
valuable insights for the academic field and culturally conscious marketing practices.
