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The brand mark competitors map as visual research tool. Using graphic and symbolic data in the brand visual identity project

2020Conference object Restricted access
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dc.contributor.authorRaposo, Daniel
dc.contributor.authorRibeiro, Rogério Paulo dos Santos
dc.contributor.authorAmaral, Mariana
dc.contributor.authorSilva, Fernando Moreira da
dc.contributor.authorMartin Sanromán, Juan Ramón
dc.date.accessioned2023-02-28T11:29:41Z
dc.date.available2023-02-28T11:29:41Z
dc.date.issued2020
dc.description.abstractIn the scope of Branding projects, the (re) designing of the Visual Identity of Brands or in the scope of audits of Brand Image, we proceed to the research on Brand Marks. This analysis falls on the Brand Marks that will be intervened, but also on Brand Marks of competitors or cases considered as good practices. The research stage on Brand Marks is common in academic or professional projects and students and professionals have difficulty in giving meaning and usefulness to the information collected. The most widely used visual analysis tools allow for the characterization of samples made up of Brand Marks, but these do not help in the extraction of specific conclusions centered on meaning and design. This article describes the development of the competitors map, the Visual Research Tool which allows the objective analysis of Brand Marks, which allows for decision making about the design effectiveness of an isolated Brand Mark or about its (re) design by comparison to a sample of competing Brand Marks. This Visual Research Tool has been developed through literature review, analysis of other tools, the inclusion of a semantic, syntactic and pragmatic analysis, which also includes classifications such as the iconicity scale or the Vienna Classification, as well as principles of visual rhetoric. Using visual and symbolic data, this Visual Research Tool supports professionals and students to create strategic strategies for Brand Visual Identity. This article reports on the creation and evaluation of the Brand Marks’ competitor map.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRAPOSO, D. [et al.] (2020) - The brand mark competitors map as visual research tool. Using graphic and symbolic data in the brand visual identity project. In REBELO, F. ; SOARES, M. (eds) - Advances in ergonomics in design : Proceedings of the AHFE 2019 International Conference on Ergonomics in Design. Springer Cham. p. 91-102. (Advances in Intelligent Systems and Computing ; vol 955). DOI https://doi.org/10.1007/978-3-030-20227-9_9pt_PT
dc.identifier.doi10.1007/978-3-030-20227-9_9pt_PT
dc.identifier.isbn978-3-030-20226-2
dc.identifier.urihttp://hdl.handle.net/10400.11/8372
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.subjectBrand identitypt_PT
dc.subjectBrand markpt_PT
dc.subjectCompetitors mappt_PT
dc.subjectVisual analysispt_PT
dc.subjectSyntacticspt_PT
dc.subjectPragmaticspt_PT
dc.subjectSemanticspt_PT
dc.titleThe brand mark competitors map as visual research tool. Using graphic and symbolic data in the brand visual identity projectpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.endPage102pt_PT
oaire.citation.startPage91pt_PT
oaire.citation.titleProceedings of the AHFE 2019 International Conference on Ergonomics in Designpt_PT
oaire.citation.volume955pt_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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