This dissertation analyses the writer Paulo Coelho´s image buildup process to become a world wide know celebrity, and, as a consequence, the transformation of such image into a saleable mark. The elements which are required for this buildup process are examined in a chronological manner. A study summarizing the subjects treated by Paulo Coelho in his literary works is presented, followed by considerations on the charisma that is required to allow for the transformation of a writer into a pop-star. Such charisma will be present throughout many parts of the dissertation, and it will be considered as something that can be partialy constructed. In order to allow for the understanding of how Brazilian literary life was casted, a short literary time trip from the Romantics days to the beginning of the 20th Century is also presented.