Type
masterThesis
Creator
Identifier
203236882
Title
O design de comunicação e o marketing no processo de rebranding da marca G3
Contributor
Martins, Daniel Raposo
Subject
Rebranding
Marketing
Design de comunicação
Surf
Identidade visual
Communication design
Visual identity
Domínio/Área Científica : Humanidades
Marketing
Design de comunicação
Surf
Identidade visual
Communication design
Visual identity
Domínio/Área Científica : Humanidades
Date
2023-02-24T14:46:55Z
2023-02-24T14:46:55Z
2022
2023-02-24T14:46:55Z
2022
Description
Persiste a ideia errada de que o branding é somente uma questão de identidade visual, porém este engloba toda a parte de gestão da marca. O branding é visto como um desafio estratégico complexo delineado pela criação e preparação de uma marca capaz de enfrentar a concorrência no mercado onde se irá inserir. É assim importante entender o papel do branding perante uma marca em fase de rebranding.
Este projeto, tem como campo de investigação o branding, investigando as áreas do rebranding, design de comunicação e marketing. Este projeto, passa por entender as interseções entre o design de comunicação e o marketing no âmbito do rebranding, em específico da marca G3.
Pretende-se com este projeto, desmitificar o papel do design de comunicação no processo de rebranding de marcas inseridas no setor desportivo. Em específico, compreender como pode o design de comunicação e o marketing, clarificar, definir e orientar o rebranding da marca G3, de que forma pode uma nova estratégia de comunicação e de marketing adequada à marca, criar impacto.
A metodologia é mista e de carácter qualitativo, é aplicada ao longo do projeto exploratório. É pensada desta forma, com o objetivo de conseguir amplificar os métodos de estudo a aplicar sobre o tema principal. Neste projeto são abordados todos os pontos cruciais ao design de comunicação e marketing, desde a criação de uma estratégia de comunicação até à criação de raiz de uma marca e a validação desta. Todos estes pontos fundamentados de forma teórica e prática para uma melhor compreensão do “porquê?” da aplicação de cada.
Abstract : Many people have the misconception that branding is only connected with visual identity, but it encompasses the whole part of brand management. Branding is seen as a complex strategic challenge, outlined by the creation and preparation of a brand, capable of facing the competition in the market where it will be inserted. It is therefore important to understand the role of branding in a brand undergoing rebranding. This project’s research field is branding, investigating the areas of rebranding, communication design and marketing. This project aims to understand the intersections between communication design and marketing in the scope of rebranding, specifically of the G3 brand. This project aims to demystify the role of communication design in the rebranding process of brands in the sports sector. Specifically, to understand how communication design and marketing can clarify, define, and guide the rebranding of the G3 brand, and how a new communication and marketing strategy appropriated to the brand, can create impact. The methodology is mixed and qualitative in nature, and is applied throughout the exploratory project. It is thought of this way, with the objective of being able to amplify the study methods to be applied on the main theme.This project addresses all the crucial points of communication and marketing design, from the creation of a communication strategy to the creation from scratch of a brand and its validation. All these points are grounded in a theoretical and practical way for a better understanding of the “why?” of the application of each.
Abstract : Many people have the misconception that branding is only connected with visual identity, but it encompasses the whole part of brand management. Branding is seen as a complex strategic challenge, outlined by the creation and preparation of a brand, capable of facing the competition in the market where it will be inserted. It is therefore important to understand the role of branding in a brand undergoing rebranding. This project’s research field is branding, investigating the areas of rebranding, communication design and marketing. This project aims to understand the intersections between communication design and marketing in the scope of rebranding, specifically of the G3 brand. This project aims to demystify the role of communication design in the rebranding process of brands in the sports sector. Specifically, to understand how communication design and marketing can clarify, define, and guide the rebranding of the G3 brand, and how a new communication and marketing strategy appropriated to the brand, can create impact. The methodology is mixed and qualitative in nature, and is applied throughout the exploratory project. It is thought of this way, with the objective of being able to amplify the study methods to be applied on the main theme.This project addresses all the crucial points of communication and marketing design, from the creation of a communication strategy to the creation from scratch of a brand and its validation. All these points are grounded in a theoretical and practical way for a better understanding of the “why?” of the application of each.
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
Comments