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The brand market is growing rapidly, making brands one of the main assets of a company. In line with this market reality, the overall objective of this study is to show the importance of communication in building a brand in the consumer's mind. To do this, we must understand the concept of a brand, analyze its identity-its symbols, colors, and shapes-and recognize the importance of communication in brand building. In this study, Vivo commercials were analyzed to identify how their values are presented. To do this, a bibliographic review and analysis of three recently aired Vivo television commercials were conducted. The expected result is that this research will show the importance of building a brand, with a focus on embedding it in the minds of consumers.