Publication
Design-driven branding: A proposal for a methodological model for strategic and creative brand direction and design of the brand visual identity
| dc.contributor.author | Raposo, Daniel | |
| dc.date.accessioned | 2025-01-03T14:32:19Z | |
| dc.date.embargo | 2027-12-27 | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Over time, various methodological models have been proposed for Branding and/or Brand Visual Identity, sometimes confusing these concepts. On the other hand, there is still a lack of knowledge about key concepts, with authors entrenched in their areas of Management, Marketing, Communication or Design, without consulting the others. Using amixed, non-interventionist methodology based on a literature review, somemethodological models for Branding and/orVisual Brand Identity are broken down and compared. The findings result in a diagrammatic model defined in an exploratory approach resulting from active research, proposingmethodologies and techniques, as well as a Design-driven branding action. The proposed model is characterised by being open (brand-world-market-people) and dynamic (as opposed to linear models), promoting co-design, testing and evaluation through design. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | RAPOSO, Daniel (2025) - Design-driven branding: A proposal for a methodological model for strategic and creative brand direction and design of the brand visual identity. In: BRANDÃO, D. ; MARTINS, N. ; DUARTE, E. (eds) - Perspectives on design and digital communication V. Research, innovations and best practices. Springer, Cham. Vol 50, n.º 1, p. 261-284. DOI: https://doi.org/10.1007/978-3-031-76156-0_13 | pt_PT |
| dc.identifier.doi | 10.1007/978-3-031-76156-0_13 | pt_PT |
| dc.identifier.isbn | 978-3-031-76155-3 | |
| dc.identifier.uri | http://hdl.handle.net/10400.11/9261 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Springer | pt_PT |
| dc.relation.ispartofseries | Springer Series in Design and Innovation; | |
| dc.relation.publisherversion | https://link.springer.com/chapter/10.1007/978-3-031-76156-0_13 | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Design and branding | pt_PT |
| dc.subject | Brand visual identity | pt_PT |
| dc.subject | Brand image | pt_PT |
| dc.subject | Branding methodological model | pt_PT |
| dc.title | Design-driven branding: A proposal for a methodological model for strategic and creative brand direction and design of the brand visual identity | pt_PT |
| dc.type | book part | |
| dspace.entity.type | Publication | |
| oaire.citation.conferencePlace | Cham | pt_PT |
| oaire.citation.endPage | 284 | pt_PT |
| oaire.citation.issue | 1 | pt_PT |
| oaire.citation.startPage | 261 | pt_PT |
| oaire.citation.title | Perspectives on Design and Digital Communication V. Research, Innovations and Best Practices | pt_PT |
| oaire.citation.volume | 50 | pt_PT |
| person.familyName | Raposo Martins | |
| person.givenName | Daniel | |
| person.identifier.ciencia-id | 6911-9356-139E | |
| person.identifier.orcid | 0000-0002-7818-7325 | |
| rcaap.embargofct | A editora exige 24 meses com embargo | pt_PT |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | bookPart | pt_PT |
| relation.isAuthorOfPublication | 2169b67a-e98c-495c-8f57-e03b446e6d07 | |
| relation.isAuthorOfPublication.latestForDiscovery | 2169b67a-e98c-495c-8f57-e03b446e6d07 |