Publication
A brand triangle model to avoid branding myopia
| dc.contributor.author | Lencastre, Paulo | |
| dc.contributor.author | Côrte-Real, Ana | |
| dc.date.accessioned | 2018-07-18T09:59:34Z | |
| dc.date.available | 2018-07-18T09:59:34Z | |
| dc.date.issued | 2009 | |
| dc.description.abstract | This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Lencastre, P., Côrte-Real, A. (2009). A brand triangle model to avoid branding myopia. Working Papers: Management. N.º 11, 19 p. | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/25228 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Branding Semiotics | pt_PT |
| dc.subject | Brand Identity | pt_PT |
| dc.subject | Brand Marketing | pt_PT |
| dc.subject | Brand Response | pt_PT |
| dc.title | A brand triangle model to avoid branding myopia | pt_PT |
| dc.type | working paper | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | workingPaper | pt_PT |
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