Brands are crucial in the purchasing decision process, both for consumers and companies. It is through brands that consumers can quickly choose a product or service from countless options. Therefore, it is essential that a company has a well-established brand in the market to stand out from the competition and secure a place in the consumer's memory when making a purchase. To achieve this, it is necessary to employ branding strategies, which require planning and effective implementation, utilizing opportunities, such as using commercial advertisements, to promote the advantages, qualities and strengths of the brand. Given this, this study sought to describe the branding strategies present in the advertisements of the number one company in the ranking of the most valuable brands in the world in the smartphone sector, considering the models launched by it in the last five years (2019-2023). As the main theoretical basis, the principles proposed by Rocha and Oliveira (2017) were employed. Thus, to achieve the stated objective, the research is descriptive and adopts a qualitative approach, regarding the technical procedure and collection instrument, it is secondary documentary, as it analyzed smartphone advertisements launched in the last five years (2019-2023) from the company that occupies first place in the ranking of global brands, through content analysis. Thus, according to Interbrand's Best Global Brands 2023 ranking, which lists the 100 most valuable brands in the world, in 2023 the smartphone company that occupies first place is Apple and, coincidentally, it is also first placed in the ranking overall of the 100 global brands. Therefore, 50 smartphone advertisements were analyzed, and it was found that the branding strategies used by Apple are those that allow association with the user, as well as affirming that they value quality as a premise in their purchasing decision, regardless of the price. It can be concluded, therefore, that Apple is a company that has a strong brand in the market, being recognized worldwide for its quality, practicality and privacy.
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