BRANDING AS A STRATEGY TO HIGHLIGHT THE BRAND IDENTITY: A STUDY OF TIJUCAS FOOTWEAR INDUSTRY - SC

• Autor(a) principal: Petrelli, Marco Aurélio
• Data de Publicação: 2012
• Outros Autores: Gonçalves, Marília Matos, Gomez, Luiz Salomão Ribas
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Sistemas & Gestão
• Texto Completo: https://www.revistasg.uff.br/sg/article/view/V7N3A11
• topic: Corporative Visual Identity; Cluster; Corporative Visual Identity; Cluster; Branding. Identidade Visual Corporativa. Pólo Calçadista; BRANDING

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.