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Publication
Art branding/art infusion: comunicação da imagem e identidade da marca "a obra do artista como imagem de marca"
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| 11.67 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Este trabalho de investigação é um estudo de revisão de literatura cujo tema integra o conceito da gestão de marcas na esfera artística de forma a identificar a imagem de marca, com importante contributo para o sucesso a nível global. O Branding, ou gestão de marcas, sendo um desafio estratégico e complexo, cada vez mais é utilizado pelas marcas como ferramenta, para atingir os objetivos, numa época em que a concorrência é evidente, cujo objetivo é produzir e preparar uma marca para conquistar os vários tipos de mercados. Teoricamente é abordada a questão do branding, com análise na repercussão, que as práticas estratégicas têm no sucesso e evolução das marcas. O objetivo deste trabalho, consiste na análise das questões relacionadas com o art branding/art infusion e os seus componentes associados em que a imagem da obra é a marca do artista, cujos fatores influenciam o consumidor de obras de arte. Mediante esta hipótese, torna-se fundamental, que os profissionais da área considerem haver uma relação entre a utilização da arte na comunicação publicitária e o poder de influência na perceção do público consumidor. Este processo, limita-se a convidar artistas já reconhecidos na comunidade para criar peças artísticas da marca, com destaque do objeto publicitário, considerando exclusividade, entre reconhecimento de nome, valor, branding e notoriedade.
Abstract : This research work is a literature review study whose theme integrates the concept of brand management in the artistic sphere in order to identify the brand image, with an important contribution to global success. Branding, or brand management, being a strategic and com-plex challenge, is increasingly used by brands as a tool, to achieve their goals, at a time when competition is evident, whose objective is to produce and prepare a brand to win over customers various types of markets. Theoretically, the question of branding is addressed, with analysis on the repercussions that strategic practices have on the success and evolution of brands. The aim of this work is to analyse the issues related to art branding/art infusion and its associated components in which the image of the work is the artist's brand, whose factors influence the consumer of works of art. Based on this hypothesis, it is essential that professionals in the area consider that there is a relationship between the use of art in advertising communication and the power of influence in the perception of the consuming public. This process is limited to inviting artists already recognized in the community to create artistic pieces of the brand, with emphasis on the advertising object, considering exclusivity, between name recognition, value, branding and notoriety.
Abstract : This research work is a literature review study whose theme integrates the concept of brand management in the artistic sphere in order to identify the brand image, with an important contribution to global success. Branding, or brand management, being a strategic and com-plex challenge, is increasingly used by brands as a tool, to achieve their goals, at a time when competition is evident, whose objective is to produce and prepare a brand to win over customers various types of markets. Theoretically, the question of branding is addressed, with analysis on the repercussions that strategic practices have on the success and evolution of brands. The aim of this work is to analyse the issues related to art branding/art infusion and its associated components in which the image of the work is the artist's brand, whose factors influence the consumer of works of art. Based on this hypothesis, it is essential that professionals in the area consider that there is a relationship between the use of art in advertising communication and the power of influence in the perception of the consuming public. This process is limited to inviting artists already recognized in the community to create artistic pieces of the brand, with emphasis on the advertising object, considering exclusivity, between name recognition, value, branding and notoriety.
Description
Keywords
Marca Identidade Arte Publicidade Comunicação Brand Art Advertising Identity Communication
Citation
MONTEIRO, Ilda (2022) - Art branding/art infusion: comunicação da imagem e identidade da marca "a obra do artista como imagem de marca". Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XV, nº 29, p. 115-130.
Publisher
IPCB. ESART