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Autores
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Branding Semiotics Brand Identity Brand Marketing Brand Response
Contexto Educativo
Citação
LENCASTRE, Paulo de; CÔRTE-REAL, Ana - Brand triangle model to avoid branding myopia. Working papers : Management , n.º 11 (2009), 19 p.
Editora
Faculdade de Economia e Gestão da Universidade Católica Portuguesa