Brand models : a comparative study on brand creation and management

Santos, Emílio; Raposo, Daniel

http://hdl.handle.net/10400.11/8378

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Authors

Santos, Emílio

Raposo, Daniel

Abstract(s)

It has been observed, since the 2014s, the emergence of brand creation and management models that contribute to the sustainability of entities, organizations, territories and businesses. Each brand model proposal results from the knowledge, perspective and vision of the respective authors, in the search for answers to complex problems, not always similar. Brand sustainability depends on the experience it represents for stakeholders. Both from the perspective of commercial brands and for Place Branding, the models seem to have common visions, with their advantages and limitations. Brand models are compared from the perspective of their definition, creation, design and management. The non-interventionist methodology based on the descriptive case study, allowed the identification of the essential vectors to be considered in a brand model or in a brand creation process, specifically in Place Branding.

Keywords

Brand model Brand creation Brand management Place branding

URI

http://hdl.handle.net/10400.11/8378

Citation

SANTOS, E. ; RAPOSO, D. (2021) - Brand models : a comparative study on brand creation and management. In RAPOSO, D. ; MARTINS, N. ; BRANDÃO, D. (eds) - Advances in human dynamics for the development of contemporary societies : Proceedings of the AHFE 2021 Virtual Conference on Human Dynamics for the Development of Contemporary Societies. Springer Cham. p. 104-110. (Lecture Notes in Networks and Systems ; vol 277). DOI https://doi.org/10.1007/978-3-030-80415-2_13