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Brand models : a comparative study on brand creation and management

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dc.contributor.authorSantos, Emílio
dc.contributor.authorRaposo, Daniel
dc.date.accessioned2023-03-02T12:22:40Z
dc.date.available2023-03-02T12:22:40Z
dc.date.issued2021
dc.description.abstractIt 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSANTOS, 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_13pt_PT
dc.identifier.doi10.1007/978-3-030-80415-2_13pt_PT
dc.identifier.isbn978-3-030-80414-5
dc.identifier.urihttp://hdl.handle.net/10400.11/8378
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.subjectBrand modelpt_PT
dc.subjectBrand creationpt_PT
dc.subjectBrand managementpt_PT
dc.subjectPlace brandingpt_PT
dc.titleBrand models : a comparative study on brand creation and managementpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.endPage110pt_PT
oaire.citation.startPage104pt_PT
oaire.citation.titleProceedings of the AHFE 2021 Virtual Conference on Human Dynamics for the Development of Contemporary Societiespt_PT
oaire.citation.volume277pt_PT
person.familyNameRaposo Martins
person.givenNameDaniel
person.identifier.ciencia-id6911-9356-139E
person.identifier.orcid0000-0002-7818-7325
rcaap.embargofctA Springer detém os direitospt_PT
rcaap.rightsrestrictedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication2169b67a-e98c-495c-8f57-e03b446e6d07
relation.isAuthorOfPublication.latestForDiscovery2169b67a-e98c-495c-8f57-e03b446e6d07

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