This monograph explain the rising and the fall of a brand on politics : The Labor Party (PT) Brand. This work gives an analysis of the new marketing techniques and the heavy publicity and advertisingin vestments gave PT the opportunity to become the most important brazilian political party within two decades and given to it the chance for having its candidate chosen from the latest Brazil president s election. After a serious conflict between advertisement speech and the action itself on the government , the Labor Party Brand (PT) has been questioned with its weakness along the electors and the irreconcilable and diversified intern political thoughts.