The Imperator brand: memory and brand building
Autor(a) principal: | |
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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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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 |
_version_ |
1799315451508948992 |