A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhood

Raposo, Daniel; Silva, José Gago da; Berbel Gómez, Noemy; Díaz Gómez, Maravillas; Neves, João Vasco; Martins, Nuno; Brandão, Daniel

http://hdl.handle.net/10400.11/8384

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Authors

Raposo, Daniel

Silva, José Gago da

Berbel Gómez, Noemy

Díaz Gómez, Maravillas

Neves, João Vasco

Martins, Nuno

Brandão, Daniel

Abstract(s)

The interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the place, concretely to present a conceptual model which correlates artistic activities developed in a neighborhood with Branding Art and Art Infusion concepts taking into account the reinforcement of the current place brand strategy. The article is based on the literature review and in explanatory Case Study, using results from the project “Re-Habitar el Barrio: Procesos de Transformación y Empoderamiento entre Universidad-Escuela-Sociedad a través de Prácticas Artísticas”. The use of the schemes makes possible to visualize and share abstract concepts and value data in a participatory group way, detecting the best ways to facilitate communication and mediate interaction between people and territory. The results consist of defining a brand argument and defining its conceptual model, making use of the schematics as a way of visualizing abstract concepts.

Keywords

Re-Habitar el Barrio Conceptual brand model Brand argument Branding Art Art Infusion Place branding Visual Thinking and schematics

URI

http://hdl.handle.net/10400.11/8384

Citation

RAPOSO, D. [et al.] (2021) - A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhood. In REBELO, F. (ed.) - Advances in ergonomics in design : Proceedings of the AHFE 2021 Virtual Conference on Ergonomics in Design. Springer, Cham. p. 57-69. (Lecture Notes in Networks and Systems ; vol. 261). DOI https://doi.org/10.1007/978-3-030-79760-7_8