The Imperator brand: memory and brand building

Detalhes bibliográficos
Autor(a) principal: Rosa, Vera Zunino
Data de Publicação: 2018
Tipo de documento: Artigo
Idioma: por
Título da fonte: Projética Revista Científica de Design
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/35163
Resumo: This paper aims to briefly present the study of the Imperator brand – João Nogueira cultural center, in Rio de Janeiro – regarding aspects that go beyond its visual identity and values. Topics of interest include what the brand represents, how the brand image is perceived and built by visitors, and the brand symbolic value, which is so powerful it is embraced by the northern part of the city. The study of brand recognition and distinction covers the affective memory, the brand history, and the construction of new meanings based on the current cultural status of the brand and the relationship with users. In addition to that, this paper aims to identify qualitative aspects that convey the meaning of the brand, and – beyond the visual sense – to analyze the symbolic relationships through Semiotics.
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spelling The Imperator brand: memory and brand buildingA marca Imperator: memória e construção de imagemAffective memorySymbolic valuesBrand imageMemória afetivaValores simbólicosImagem da marcaThis paper aims to briefly present the study of the Imperator brand – João Nogueira cultural center, in Rio de Janeiro – regarding aspects that go beyond its visual identity and values. Topics of interest include what the brand represents, how the brand image is perceived and built by visitors, and the brand symbolic value, which is so powerful it is embraced by the northern part of the city. The study of brand recognition and distinction covers the affective memory, the brand history, and the construction of new meanings based on the current cultural status of the brand and the relationship with users. In addition to that, this paper aims to identify qualitative aspects that convey the meaning of the brand, and – beyond the visual sense – to analyze the symbolic relationships through Semiotics.O artigo tem como objetivo apresentar brevemente o estudo da marca do Imperator, centro cultural João Nogueira, no que se refere aos aspectos que vão além da sua identidade visual e seu valor, tais como o que a marca representa, a sua imagem, percebida e construída por seus frequentadores, bem como seu valor simbólico, que perpassa por sua história e importância para a região da zona norte da cidade do Rio de Janeiro. A memória afetiva, o resgate do passado ligado à marca e a construção de novos significados pautados no presente do equipamento cultural e nas relações com seus usuários, fazem parte do estudo de reconhecimento e distinção da marca. Assim como, levantar os componentes que conformam o significado da marca a partir de seus aspectos qualitativos e analisar as associações que transpassam o sentido da visualidade e delineiam seu potencial simbólico através da semiótica.Universidade Estadual de Londrina2018-11-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/3516310.5433/2236-2207.2018v9n2Suplp179Projetica; v. 9 n. 2Supl (2018): P&D 2018; 179-1962236-2207reponame:Projética Revista Científica de Designinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/35163/24515Copyright (c) 2018 Projeticainfo:eu-repo/semantics/openAccessRosa, Vera Zunino2021-10-26T13:24:49Zoai:ojs.pkp.sfu.ca:article/35163Revistahttps://www.uel.br/revistas/uel/index.php/projetica/PUBhttps://www.uel.br/revistas/uel/index.php/projetica/oai||projetica@uel.br2236-22072236-2207opendoar:2021-10-26T13:24:49Projética Revista Científica de Design - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv The Imperator brand: memory and brand building
A marca Imperator: memória e construção de imagem
title The Imperator brand: memory and brand building
spellingShingle The Imperator brand: memory and brand building
Rosa, Vera Zunino
Affective memory
Symbolic values
Brand image
Memória afetiva
Valores simbólicos
Imagem da marca
title_short The Imperator brand: memory and brand building
title_full The Imperator brand: memory and brand building
title_fullStr The Imperator brand: memory and brand building
title_full_unstemmed The Imperator brand: memory and brand building
title_sort The Imperator brand: memory and brand building
author Rosa, Vera Zunino
author_facet Rosa, Vera Zunino
author_role author
dc.contributor.author.fl_str_mv Rosa, Vera Zunino
dc.subject.por.fl_str_mv Affective memory
Symbolic values
Brand image
Memória afetiva
Valores simbólicos
Imagem da marca
topic Affective memory
Symbolic values
Brand image
Memória afetiva
Valores simbólicos
Imagem da marca
description This paper aims to briefly present the study of the Imperator brand – João Nogueira cultural center, in Rio de Janeiro – regarding aspects that go beyond its visual identity and values. Topics of interest include what the brand represents, how the brand image is perceived and built by visitors, and the brand symbolic value, which is so powerful it is embraced by the northern part of the city. The study of brand recognition and distinction covers the affective memory, the brand history, and the construction of new meanings based on the current cultural status of the brand and the relationship with users. In addition to that, this paper aims to identify qualitative aspects that convey the meaning of the brand, and – beyond the visual sense – to analyze the symbolic relationships through Semiotics.
publishDate 2018
dc.date.none.fl_str_mv 2018-11-12
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/35163
10.5433/2236-2207.2018v9n2Suplp179
url https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/35163
identifier_str_mv 10.5433/2236-2207.2018v9n2Suplp179
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/35163/24515
dc.rights.driver.fl_str_mv Copyright (c) 2018 Projetica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Projetica
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Projetica; v. 9 n. 2Supl (2018): P&D 2018; 179-196
2236-2207
reponame:Projética Revista Científica de Design
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Projética Revista Científica de Design
collection Projética Revista Científica de Design
repository.name.fl_str_mv Projética Revista Científica de Design - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||projetica@uel.br
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