Apps of Brazilian Brands and their Classifications

The use of mobile apps is part of a large part of our daily activities. Whether for shopping, connecting appliances in our homes or for entertainment. Technological advances and increased consumer adoption of digital media in recent years have changed brand strategies. Brands published in mobile apps were not only targeting sales or relationships, but also collecting data from their users and targeting advertising content accordingly. In this study, we analyzed 200 Brazilian brand apps to investigate their classifications, according to Zhao and Balagué (2015). Specifically, we also sought to identify whether other classifications occurred that had not yet been cataloged. The case study method was used, which was conducted during the months of May to July 2023. The result revealed three new classifications, named simulation, health, and purpose. We conclude that this study contributed to the advancement of applied research in the field of mobile app advertising, as well as enabling us to carry out more effective communication strategies.