Naming: Finding a new verbal identity for the brand "Stryptyse Moda Infantil"

• Autor(a) principal: Lopes, Walkiria
• Data de Publicação: 2019
• Outros Autores: Sousa, Álvaro
• 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/etd.v0i3.19017

This article tries to demonstrate the importance of the name in the construction work of the brand identity, presented the Brazilian brand of clothing for the children’s segment “Stryptyse” as a case study, active in the state of Pernambuco and intends to expand the product line for clothes of babies, with the objective of own stores in two other states, Fortaleza and São Paulo. In this brand there is a practical problem of name, because its association with erotic products impairs the work of communication of the brand. For the accomplishment of the investigation it is had as general objective of this work: to understandthe importance of the name in the process of construction of identity. To support the general objective, specific objectives are: 1. Identify how this factor influences and / or damages the busi- ness of said company; 2. Identify the dichotomy between the company’s image for its public through its name and its real function; 3. Propose a new name for the brand “Strytyse children’s fashion”. To better understand the creative ways in the construction of a meth- odology for the realization of the process were interviewed profession- als of naming along with the bibliographical research on the subject.