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标题：BRANDING AS A STRATEGY TO HIGHLIGHT THE BRAND IDENTITY: A STUDY OF TIJUCAS FOOTWEAR INDUSTRY – SC
其他标题：BRANDING AS A STRATEGY TO HIGHLIGHT THE BRAND IDENTITY: A STUDY OF TIJUCAS FOOTWEAR INDUSTRY – SC
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作者：Marco Aurélio Petrelli ; Marília Matos Gonçalves ; Luiz Salomão Ribas Gomez 等
期刊名称：Sistemas Gestão
印刷版ISSN：1980-5160
出版年度：2012
卷号：7
期号：3
页码：428-438
DOI：10.7177/sg.2012.V7.N3.A11
语种：Portuguese
出版社：Universidade Federal Fluminense
摘要：Uniting strategies and actions by different corporative spheres, as the administration, the communication and the design; the branding fortify the institutional position and define actions to potencialize the brand’s image, becoming a necessary reality to managers, determining a new corporative behavior. This study aim to understand how the Vale do Rio Tijucas cluster use the graphic design into the management of theirs corporative identity, starting by the visualization of the actions related with brand management, corporative visual identity and the brand’s elements. It was developed by a descript methodology, determining a logical and interpretative process, boarding 3 specifics points: Branding, the Corporative Visual Identity and the Brand’s Elements. The result shows a scenery that opportunise improvements, by the perception of the apprehensions for the importance of the theme by the industries.↓Reunindo estratégias e ações em diferentes esferas corporativas, englobando a administração, a comunicação e o design; o Branding fortalece o posicionamento corporativo e define ações para potencializar a imagem corporativa, tornando-se uma realidade necessária aos gestores, determinando novas condutas corporativas. Este estudo visa compreender como as indústrias calçadistas do Vale do Rio Tijucas utilizam o design gráfico na gestão de suas identidades corporativas, partindo da visualização das ações relacionadas com a gestão da marca, da identidade visual corporativa e por fim, pelos elementos da marca. A metodologia utilizada para seu desenvolvimento é a descritiva, determinando o processo lógico e interpretativo, abordando 3 pontos específicos: Branding, a Identidade Visual Corporativa e os Elementos da Marca. Os resultados apresentam um panorama que oportuniza melhorias, uma vez constatada a compreensão da relevância do tema pelas indústrias participantes.
其他摘要：Uniting strategies and actions by different corporative spheres, as the administration, the communication and the design; the branding fortify the institutional position and define actions to potencialize the brand’s image, becoming a necessary reality to managers, determining a new corporative behavior. This study aim to understand how the Vale do Rio Tijucas cluster use the graphic design into the management of theirs corporative identity, starting by the visualization of the actions related with brand management, corporative visual identity and the brand’s elements. It was developed by a descript methodology, determining a logical and interpretative process, boarding 3 specifics points: Branding, the Corporative Visual Identity and the Brand’s Elements. The result shows a scenery that opportunise improvements, by the perception of the apprehensions for the importance of the theme by the industries.
关键词：GESTÃO;Branding. Identidade Visual Corporativa. Pólo Calçadista;BRANDING;Corporative Visual Identity; Cluster
其他关键词：Corporative Visual Identity; Cluster