DESTRUIÇÃO E IRRESPONSABILIDADE: VALE S.A. e a dissonância com o próprio branding

Abstract

This work addresses the business aspect in which corporations profit through branding based on a fallacy. This approach is justified by the fact that, in 2015, the United Nations Summit, which has Brazil as a member, defined the “2030 Agenda” with 17 Sustainable Development Goals, which cover different themes related to environmental and social aspects. These socio-environmental issues become even more important because they point to policies adopted in companies that prioritize positive environmental issues, but also negative ones for society, often causing irreversible damage to nature, human life, animals and the local economy. which depends – the latter, especially – on the environment for local development. The objective of this study is to highlight the construction of strategic management of a brand (branding) and its contradictions, specifically dealing with the mining company Vale S.A, which is based on an image and speeches based on environmental protection, however, not complying with the aforementioned proposal. This purpose will be achieved based on the literature review, research carried out, using the company Vale S.A. as a concrete example. The analysis demonstrated fallacious brading, and in addition to not being sustainable in the long term, it is harmful to the company it built, as Vale presents incoherent speeches, observed in recent years, in events such as in the municipalities of Mariana and Brumadinho (MG), when irreparable damage was caused to the environment and society