A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhood

conferenceObject

Raposo, D.
Silva, J.G.
Berbel, Noemy
Diaz, Maravillas
Neves, J.V.M.
Martins, Nuno
Brandão, Daniel

Springer

RAPOSO, D. [et al.] (2021) - A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhood. In REBELO, F. (ed.) - Advances in ergonomics in design : Proceedings of the AHFE 2021 Virtual Conference on Ergonomics in Design. Springer, Cham. p. 57-69. (Lecture Notes in Networks and Systems ; vol. 261). DOI https://doi.org/10.1007/978-3-030-79760-7_8

978-3-030-79759-1

10.1007/978-3-030-79760-7_8

A brand argument driven through art and schematics designing new perspectives to transform and empower the neighborhood

Re-Habitar el Barrio
Conceptual brand model
Brand argument
Branding Art
Art Infusion
Place branding
Visual Thinking and schematics

2023-03-03T15:00:56Z
2023-03-03T15:00:56Z
2021

The interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the place, concretely to present a conceptual model which correlates artistic activities developed in a neighborhood with Branding Art and Art Infusion concepts taking into account the reinforcement of the current place brand strategy. The article is based on the literature review and in explanatory Case Study, using results from the project “Re-Habitar el Barrio: Procesos de Transformación y Empoderamiento entre Universidad-Escuela-Sociedad a través de Prácticas Artísticas”. The use of the schemes makes possible to visualize and share abstract concepts and value data in a participatory group way, detecting the best ways to facilitate communication and mediate interaction between people and territory. The results consist of defining a brand argument and defining its conceptual model, making use of the schematics as a way of visualizing abstract concepts.
info:eu-repo/semantics/publishedVersion

restrictedAccess

eng