Nathalia Couto began her academic journey in Communication and Journalism at the Federal University of Rio de Janeiro, studying the celebritization of criminals, with a case study on Pablo Escobar, analyzing his persistence in popular culture. She continued with a master’s degree in Communication Sciences at the University of Minho, exploring place branding in her internship report, which discusses the incorporation of territorial characteristics by brands to strengthen their identities. Nathalia is pursuing her doctorate at the same university, focusing on strategic communication, branding, social networks, and convergence culture. Her work contributes to understanding the interaction between media, culture, and society.