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Publication
A influência do design na valorização de marcas: construção de posicionamentos de marcas com foco no público
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Advisor(s)
Abstract(s)
Anualmente, empresas como a Interbrand anunciam um
ranking das marcas mais valiosas. Nesta análise, a empresa leva em
consideração factos como a capacidade de a marca influenciar e fidelizar
o consumidor. Neste sendo percebe-se o design como um gerador de
diferenciação e valor de marcas, por meio da gestão da idendade de
marca com foco no consumidor. Neste contexto, notam-se mudanças no
comportamento, tanto das empresas que passam a ver no design um
meio de alavancar o potencial competitivo, como no consumidor que
passa a interagir de modo diferente com as empresas e suas marcas,
assim como na atuação do design. Assim, por meio de uma pesquisa
exploratória com base em procedimentos bibliográficos, busca-se
compreender como o papel do design evoluiu junto as mudanças na
sociedade, a fim de proporcionar valor superior as empresas, por meio da
identidade de suas marcas.
ABSTRACT: Every year companies such as Interbrand announce a ranking of the most valuable brands. In this analysis the company takes into consideration facts such as the ability to influence brand loyalty and consumers. In this way it’s possible to noce design as a generator of differential on and brand value through the management of brand identity with a focus on the consumer. In this context will be noticed changes in the behavior of both companies now see the design a means to leverage the competitive potential, as the consumer starts to interact with different companies and brands so as well as the performance of the design. Thus, through an exploratory research based on published procedures, we seek to understand how the role of design has evolved with the changes in society in order to provide superior value to companies through the identity of its brands.
ABSTRACT: Every year companies such as Interbrand announce a ranking of the most valuable brands. In this analysis the company takes into consideration facts such as the ability to influence brand loyalty and consumers. In this way it’s possible to noce design as a generator of differential on and brand value through the management of brand identity with a focus on the consumer. In this context will be noticed changes in the behavior of both companies now see the design a means to leverage the competitive potential, as the consumer starts to interact with different companies and brands so as well as the performance of the design. Thus, through an exploratory research based on published procedures, we seek to understand how the role of design has evolved with the changes in society in order to provide superior value to companies through the identity of its brands.
Description
Keywords
Gestão Design Branding Posicionamento Valor Management Positioning Value
Citation
LOPES, D. ; GOMEZ, L. ; MERINO, E. (2014) - A influência do design na valorização de marcas: construção de posicionamentos de marcas com foco no público. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. VII, nº 14.
Publisher
IPCB. ESART