摘要：The objective of this work is to present the brand management – or branding - as a strategy which can aid collectives originating from Rio de Janeiro favelas to develop an identity to which consumers respond emotionally.To do so, this article provides an overview of the craftwork cooperative Coopa Roca, the group Rio Ecosol, and presents the results of the case-study of the collective Costurando Ideais.By applying the Brand DNA Process in the collective, it is demonstrated how a design tool that transmits the organization’s deeper personality enhances the brand’s emotional allure.
