Brand triangle model to avoid branding myopia

Publication

dc.contributor.author	Lencastre, Paulo de
dc.contributor.author	Côrte-Real, Ana
dc.date.accessioned	2014-06-06T13:16:03Z
dc.date.available	2014-06-06T13:16:03Z
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.	por
dc.identifier.citation	LENCASTRE, Paulo de; CÔRTE-REAL, Ana - Brand triangle model to avoid branding myopia. Working papers : Management , n.º 11 (2009), 19 p.	por
dc.identifier.uri	http://hdl.handle.net/10400.14/14526
dc.language.iso	eng	por
dc.peerreviewed	yes	por
dc.publisher	Faculdade de Economia e Gestão da Universidade Católica Portuguesa	por
dc.subject	Branding Semiotics	por
dc.subject	Brand Identity	por
dc.subject	Brand Marketing	por
dc.subject	Brand Response	por
dc.title	Brand triangle model to avoid branding myopia	por
dc.type	working paper
dspace.entity.type	Publication
rcaap.rights	openAccess	por
rcaap.type	workingPaper	por

Files

Now showing 1 - 1 of 1

Name:: 112009 - Lencastre e Corte-Real - A BRAND TRIANGLE MODEL TO AVOID BRANDING MYOPIA.pdf
Size:: 164.43 KB
Format:: Adobe Portable Document Format

Now showing 1 - 1 of 1