Study on the semantic associations to Novo Banco as a brand name

• Autor(a) principal: Martins, Mariana Vieira
• Data de Publicação: 2015
• Outros Autores: Roberto, Maria Teresa, Fortes, Nuno Miguel
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rual.v0i4.7973

This article aims to study the semantic associations attributed to the branding of Novo Banco from data collected during the research for a masters thesis addressing the effectiveness of the visual identity of this new banking institution. In this research we used concepts from various fields, including semantics, which played a decisive role in the analysis of results. To this end, this article highlights the contribution of semantics, especially exploring the concept of associated meaning. The Novo Banco arose from the application of resolution measures to the Banco Espírito Santo, following the crisis in this Bank; a process fostering strong emotional charge in the turbulent economic context in which these events took place. Some of the consequences of this process are yet unresolved. In order to better understand this emotional component, the semantic associations attributed to the brand were studied as constituents of associated meaning. In this way we were able to glean the attitudes and feelings the respondents have towards the Novo Banco brand.