ABSTRACT
The evolution of branding processes acts to closen up consumers and brands even more. Online advertising stands out as a tool capable of creating and managing a digital atmosphere, connecting the “DNA” of a brand to its consumers. For this tool to fulfill its function, consumers and stakeholders need to be involved in this process. Advertising can bring fashion brands and consumers together, creating a digital atmosphere. This work aims to present the importance of online advertising as a TXM Branding methodology’s tool. In order for this objective to be met, the methodology developed by the Organizational Genesis Orientation Laboratory—LOGO—of Santa Catarina’s Federal University—UFSC—will be presented. Afterwards, the performance of online advertising in brand management will be contextualized, acting mainly in the methodology’s last stage. The FARM brand uses this digital atmosphere tool to put consumers in touch with their essence.
