A brand triangle model to avoid branding myopia

Detalhes bibliográficos
Autor(a) principal: Lencastre, Paulo
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/10400.14/25228
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 A 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.Veritati - Repositório Institucional da Universidade Católica PortuguesaLencastre, PauloCôrte-Real, Ana2018-07-18T09:59:34Z20092009-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/25228engLencastre, P., Côrte-Real, A. (2009). A brand triangle model to avoid branding myopia. Working Papers: Management. N.º 11, 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:RCAAP2023-07-12T17:30:36Zoai:repositorio.ucp.pt:10400.14/25228Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:06.852716Repositório 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 A brand triangle model to avoid branding myopia
title A brand triangle model to avoid branding myopia
spellingShingle A brand triangle model to avoid branding myopia
Lencastre, Paulo
Branding Semiotics
Brand Identity
Brand Marketing
Brand Response
title_short A brand triangle model to avoid branding myopia
title_full A brand triangle model to avoid branding myopia
title_fullStr A brand triangle model to avoid branding myopia
title_full_unstemmed A brand triangle model to avoid branding myopia
title_sort A brand triangle model to avoid branding myopia
author Lencastre, Paulo
author_facet Lencastre, Paulo
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
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
2018-07-18T09:59:34Z
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/10400.14/25228
url http://hdl.handle.net/10400.14/25228
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Lencastre, P., Côrte-Real, A. (2009). A brand triangle model to avoid branding myopia. Working Papers: Management. N.º 11, 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.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
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