Branding: influences of the hierarchy in the architecture and business position

Detalhes bibliográficos
Autor(a) principal: Garcia, Lucas José
Data de Publicação: 2011
Outros Autores: Teixeira, Júlio Monteiro, Merino, Eugenio Andrés Díaz, Gontijo, Leila Amaral
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/8865
Resumo: Besides identifying and meeting demands, the organization must also present and position the products clearly. This paper aims to understand the brand management on the aspects of hierarchy and architecture, and their impacts on corporate positioning. The research, of applied nature, was divided in two stages, the first theoretical and of systematic review and the second of descriptive character, that organizes and visually represents structures of hierarchy and brand architecture. The results include a model of hierarchical distribution of elements of the brand and the organization of brand architecture models, emphasizing that the development of a brand must be planned, predicting its extent and relationship with other brands and products of the company.
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spelling Branding: influences of the hierarchy in the architecture and business positionGestão de Marca: Influências da hierarquia e arquitetura no posicionamento empresarialBrandingBrand HierarchyBrand ArchitectureGestão de MarcaHierarquia de MarcaArquitetura de MarcaBesides identifying and meeting demands, the organization must also present and position the products clearly. This paper aims to understand the brand management on the aspects of hierarchy and architecture, and their impacts on corporate positioning. The research, of applied nature, was divided in two stages, the first theoretical and of systematic review and the second of descriptive character, that organizes and visually represents structures of hierarchy and brand architecture. The results include a model of hierarchical distribution of elements of the brand and the organization of brand architecture models, emphasizing that the development of a brand must be planned, predicting its extent and relationship with other brands and products of the company.Além de identificar e corresponder demandas a organização deve também apresentar e posicionar os produtos de forma clara. O artigo tem como objetivo compreender a gestão da marca sob os aspectos de hierarquia e arquitetura, e suas decorrências no posicionamento empresarial. A pesquisa, de natureza aplicada, foi dividida em duas etapas, a primeira teórica e de revisão sistemática e a segunda de caráter descritivo, por organizar, sistematizar e representar visualmente estruturas de hierarquia e arquitetura de marcas. Os resultados contemplam um modelo de distribuição hierárquica dos elementos do conjunto marca e a organização de modelos de arquitetura de marcas, reforçando que o desenvolvimento de uma marca deve ser planejado, prevendo sua extensão e relação com demais marcas e produtos da empresa.Universidade Estadual de Londrina2011-12-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/886510.5433/2236-2207.2011v2n2p05Projetica; v. 2 n. 2 (2011); 05-152236-2207reponame:Projética Revista Científica de Designinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/8865/9239Copyright (c) 2011 Projeticainfo:eu-repo/semantics/openAccessGarcia, Lucas JoséTeixeira, Júlio MonteiroMerino, Eugenio Andrés DíazGontijo, Leila Amaral2021-10-20T18:18:58Zoai:ojs.pkp.sfu.ca:article/8865Revistahttps://www.uel.br/revistas/uel/index.php/projetica/PUBhttps://www.uel.br/revistas/uel/index.php/projetica/oai||projetica@uel.br2236-22072236-2207opendoar:2021-10-20T18:18:58Projética Revista Científica de Design - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Branding: influences of the hierarchy in the architecture and business position
Gestão de Marca: Influências da hierarquia e arquitetura no posicionamento empresarial
title Branding: influences of the hierarchy in the architecture and business position
spellingShingle Branding: influences of the hierarchy in the architecture and business position
Garcia, Lucas José
Branding
Brand Hierarchy
Brand Architecture
Gestão de Marca
Hierarquia de Marca
Arquitetura de Marca
title_short Branding: influences of the hierarchy in the architecture and business position
title_full Branding: influences of the hierarchy in the architecture and business position
title_fullStr Branding: influences of the hierarchy in the architecture and business position
title_full_unstemmed Branding: influences of the hierarchy in the architecture and business position
title_sort Branding: influences of the hierarchy in the architecture and business position
author Garcia, Lucas José
author_facet Garcia, Lucas José
Teixeira, Júlio Monteiro
Merino, Eugenio Andrés Díaz
Gontijo, Leila Amaral
author_role author
author2 Teixeira, Júlio Monteiro
Merino, Eugenio Andrés Díaz
Gontijo, Leila Amaral
author2_role author
author
author
dc.contributor.author.fl_str_mv Garcia, Lucas José
Teixeira, Júlio Monteiro
Merino, Eugenio Andrés Díaz
Gontijo, Leila Amaral
dc.subject.por.fl_str_mv Branding
Brand Hierarchy
Brand Architecture
Gestão de Marca
Hierarquia de Marca
Arquitetura de Marca
topic Branding
Brand Hierarchy
Brand Architecture
Gestão de Marca
Hierarquia de Marca
Arquitetura de Marca
description Besides identifying and meeting demands, the organization must also present and position the products clearly. This paper aims to understand the brand management on the aspects of hierarchy and architecture, and their impacts on corporate positioning. The research, of applied nature, was divided in two stages, the first theoretical and of systematic review and the second of descriptive character, that organizes and visually represents structures of hierarchy and brand architecture. The results include a model of hierarchical distribution of elements of the brand and the organization of brand architecture models, emphasizing that the development of a brand must be planned, predicting its extent and relationship with other brands and products of the company.
publishDate 2011
dc.date.none.fl_str_mv 2011-12-17
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/8865
10.5433/2236-2207.2011v2n2p05
url https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/8865
identifier_str_mv 10.5433/2236-2207.2011v2n2p05
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/8865/9239
dc.rights.driver.fl_str_mv Copyright (c) 2011 Projetica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2011 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. 2 n. 2 (2011); 05-15
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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