Brand triangle model to avoid branding myopia

Detalhes bibliográficos
Autor(a) principal: Lencastre, Paulo de
Data de Publicação: 2009
Outros Autores: Côrte-Real, Ana
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/14526
Resumo: This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
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spelling Brand triangle model to avoid branding myopiaBranding SemioticsBrand IdentityBrand MarketingBrand ResponseThis article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.Faculdade de Economia e Gestão da Universidade Católica PortuguesaVeritati - Repositório Institucional da Universidade Católica PortuguesaLencastre, Paulo deCôrte-Real, Ana2014-06-06T13:16:03Z20092009-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/14526engLENCASTRE, Paulo de; CÔRTE-REAL, Ana - Brand triangle model to avoid branding myopia. Working papers : Management , n.º 11 (2009), 19 p.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-09-06T12:09:27Zoai:repositorio.ucp.pt:10400.14/14526Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-09-06T12:09:27Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Brand triangle model to avoid branding myopia
title Brand triangle model to avoid branding myopia
spellingShingle Brand triangle model to avoid branding myopia
Lencastre, Paulo de
Branding Semiotics
Brand Identity
Brand Marketing
Brand Response
title_short Brand triangle model to avoid branding myopia
title_full Brand triangle model to avoid branding myopia
title_fullStr Brand triangle model to avoid branding myopia
title_full_unstemmed Brand triangle model to avoid branding myopia
title_sort Brand triangle model to avoid branding myopia
author Lencastre, Paulo de
author_facet Lencastre, Paulo de
Côrte-Real, Ana
author_role author
author2 Côrte-Real, Ana
author2_role author
dc.contributor.none.fl_str_mv Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Lencastre, Paulo de
Côrte-Real, Ana
dc.subject.por.fl_str_mv Branding Semiotics
Brand Identity
Brand Marketing
Brand Response
topic Branding Semiotics
Brand Identity
Brand Marketing
Brand Response
description This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.
publishDate 2009
dc.date.none.fl_str_mv 2009
2009-01-01T00:00:00Z
2014-06-06T13:16:03Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/14526
url http://hdl.handle.net/10400.14/14526
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv LENCASTRE, Paulo de; CÔRTE-REAL, Ana - Brand triangle model to avoid branding myopia. Working papers : Management , n.º 11 (2009), 19 p.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Faculdade de Economia e Gestão da Universidade Católica Portuguesa
publisher.none.fl_str_mv Faculdade de Economia e Gestão da Universidade Católica Portuguesa
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv mluisa.alvim@gmail.com
_version_ 1817546783649169408

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