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The contribution of brand imagery to sustainable innovation
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Orientador(es)
Resumo(s)
This article seeks to inquire about how imagery and sustainable innova-tion relate to visualizing and communicating sustainable ideas with the potential to influence consumer behavior, namely by catalyzing concepts of identity and the posi-tioning of sustainable brands. This study adopted a non-interventionist methodology, with a component of literature review on key concepts and another of exploratory case study. The data indicates that imagery facilitates the understanding of complex concepts and enables the use of sustainable materials and solutions, which are expressed in a multisensory way. By creating visual representations of ecological brand values, imagery allows for stakeholder engagement with a brand, reinforcing its competitiveness and fostering sustainable innovation. On the other hand, sustainable innovation promotes necessary solutions for addressing economic, environmental, and social challenges, optimizing processes and resource use. Imagery acts as part of a brand interface that fosters the adoption of practices, materials, and concep-tually compatible processes, promoting stakeholder engagement, particularly with government bodies, academia, industry, and society, facilitating the development of strategies and the search for responses to regional peculiarities.
Descrição
Palavras-chave
Brand imagery Sustainable innovation Brand communication
Contexto Educativo
Citação
LORENZÓN GASTAL, Manuela ; OLIVEIRA, Fernando ; RAPOSO, DANIEL (2026) - The contribution of brand imagery to sustainable innovation. In RAPOSO, Daniel [et al.] (eds.) - Strategic design for sustainable futures. Springer Series in Design and Innovation, 65 DOI: 10.1007/978-3-032-33282-0_15
Editora
Springer Nature Switzerland
Licença CC
Sem licença CC