Bibliografías temáticas / Branding

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Literatura académica sobre el tema "Branding"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 29 de julio de 2024

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Artículos de revistas sobre el tema "Branding"

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Koswara, Annisa Nur Muslimah. "PENGARUH FAKTOR-FAKTOR CITY BRANDING BANDUNG SMART CITY TERHADAP PERSONAL BRANDING RIDWAN KAMIL SEBAGAI WALIKOTA BANDUNG". Masyarakat Telematika Dan Informasi : Jurnal Penelitian Teknologi Informasi dan Komunikasi 11, n.º 2 (29 de diciembre de 2020): 91. http://dx.doi.org/10.17933/mti.v11i2.167.

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This study discusses the concept of city branding and personal branding. City branding typology which has been analysed is smart city. Then the personal branding which has been investigated is the leader of city. This research analyses the influence both of two concepts through quantitative research approach with explanative design. Respondents were 400 citizen in Coblong, Cicendo, Bandung Wetan, and Sumur Bandung District, which selected by quota sampling techniques. Techniques of data analysis, such as descriptive data analysis and linier regression to verify research hypotheses. While factors analysis is used to find the factors which influencing conformation Ridwan Kamil’s personal branding as the Mayor of Bandung city. The results showed a positive and significant influence of The City Branding’s Factors of Bandung Smart City towards Ridwan Kamil’s Personal Branding. On the other hands, this research show 2 (two) factors in city branding Bandung smart city conformation, such as place brand assets and values.
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Koswara, Annisa Nur Muslimah. "PENGARUH FAKTOR-FAKTOR CITY BRANDING BANDUNG SMART CITY TERHADAP PERSONAL BRANDING RIDWAN KAMIL SEBAGAI WALIKOTA BANDUNG". Masyarakat Telematika Dan Informasi : Jurnal Penelitian Teknologi Informasi dan Komunikasi 11, n.º 2 (29 de diciembre de 2020): 91. http://dx.doi.org/10.17933/mti.v11i2.167.

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This study discusses the concept of city branding and personal branding. City branding typology which has been analysed is smart city. Then the personal branding which has been investigated is the leader of city. This research analyses the influence both of two concepts through quantitative research approach with explanative design. Respondents were 400 citizen in Coblong, Cicendo, Bandung Wetan, and Sumur Bandung District, which selected by quota sampling techniques. Techniques of data analysis, such as descriptive data analysis and linier regression to verify research hypotheses. While factors analysis is used to find the factors which influencing conformation Ridwan Kamil’s personal branding as the Mayor of Bandung city. The results showed a positive and significant influence of The City Branding’s Factors of Bandung Smart City towards Ridwan Kamil’s Personal Branding. On the other hands, this research show 2 (two) factors in city branding Bandung smart city conformation, such as place brand assets and values.
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Bonakdar, Ahmad y Ivonne Audirac. "City Branding and the Link to Urban Planning: Theories, Practices, and Challenges". Journal of Planning Literature 35, n.º 2 (2 de octubre de 2019): 147–60. http://dx.doi.org/10.1177/0885412219878879.

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Through a critical reading of city branding theories and practices, this article identifies a nexus between city branding and urban planning related to master planning and placemaking. It brings attention to the challenges facing city branding including asymmetrical political processes, social inequity, tokenism, and gentrification. While city branding’s recent turn to participatory approaches unveils a rampant adoption of planning processes repackaged as master planning the place brand strategy, this stream of research and practice remains isolated and disconnected from urban planning theory and ethics. Recognizing this link, the article suggests, could help city branding address its challenges and develop its theoretical basis with more socially responsible and normative underpinnings.
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Bobrie, François. "Visual representations of goods and services through their brandings: The semiotic foundations of a language of brands". Recherche et Applications en Marketing (English Edition) 33, n.º 3 (23 de agosto de 2018): 122–44. http://dx.doi.org/10.1177/2051570718791784.

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While marketing literature has been concerned primarily with the concept of the ‘brand’, it has neglected the study of branding in its most concrete figurative dimensions. This article is dedicated to a semiotic inquiry into the nature of brandings and the theoretical principles which take into account their visual constructions. After having described the conceptual tools used, we show, based on examples, that branding is above all the source of a story of the branded object and that it cannot be reduced to a set of (even coded) stimuli. Next, based on a sample of different vintages of Bordeaux and Beaujolais wines, we show how the brandings, as a visual language, make it possible to recount all of the nuances of a positioning and a segmentation within a particular category and to make distinctions between categories. In conclusion, we underline the heuristic benefit of a semiotic study to understand and get to grips with the efficacy of a branding strategy.
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Srimulyani, Veronika Agustini y Yustinus Budi Hermanto. "Employer branding and employee performance at KAI: employee retention' role as mediator". Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 6, n.º 3 (21 de noviembre de 2022): 921–40. http://dx.doi.org/10.25139/jsk.v6i3.5381.

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Today's job seekers prefer well-known companies, even though they're less likely to be accepted. The HR team must brand the company as an employer. Employer branding can be a company's image, values, and work culture. Employer branding has a greater impact on employee loyalty than non-emotional factors on employees. This study aims to explain 1) employer branding's impact on employee retention and performance, 2) employee retention's impact on employee performance, and 3) employer branding's impact on employee performance through employee retention as a mediator. 110 frontline workers from PT Kereta Api Indonesia (Persero) DAOP VII Madiun made up the research sample. The sampling was proportional random. Using SPSS and Sobel, this study uses descriptive and inferential analysis. Influence test results show that employer branding increases employee retention and performance, and employee retention increases employee performance. The results of path analysis and Sobel test of the mediator's role show that the direct effect of employer branding on employee retention after being controlled by employee retention as a mediator is not significant. Employee retention acts as a full mediator for employer branding's effect on employee performance, according to the mediator test. 2) Companies can improve employee performance by improving employee retention via career opportunities, awards, and employee relationships.
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Cleave, Evan y Godwin Arku. "Putting a number on place: a systematic review of place branding influence". Journal of Place Management and Development 10, n.º 5 (4 de diciembre de 2017): 425–46. http://dx.doi.org/10.1108/jpmd-02-2017-0015.

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Purpose The purpose of this paper is to systematically review and evaluate critically what is known about the attempts made to quantify the influence of place branding from a geographic perspective. In particular, this study reviews how scholars have conceptualized and measured place branding influence and provides directions for future research. Design/methodology/approach Through a systematic review of seven databases using an a priori defined search string, 39 articles attempting to quantify place branding influence were identified. These studies were reviewed and the paper information was used to explore how place branding research has thus far quantified branding’s influence. Findings There is a clear compatibility between place branding and human geography research domains, with a potential for place branding influence to be conceptualized through the sense-of-place, which has implications for place equity and consumer decision-making. Much of the existing studies have conceptualized influence through place equity, revealing potential performance indicators for its quantification. Research limitations/implications This study is based on research papers that attempt to quantify the effectiveness of place branding of urban areas. Limitations include the exclusion of qualitative studies which may provide alternative approaches to determine place branding outcomes. Originality value As a systematic review, the main contribution of this paper is a contemporary overview of how place branding influence has been quantified. It also provides valuable insights into the policy formulation and its implementation.
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Brown, Stephen. "Figures in the carpet of branding". Journal of Service Management 33, n.º 3 (5 de octubre de 2021): 428–36. http://dx.doi.org/10.1108/josm-06-2021-0222.

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PurposeMany have noted the role of metaphor in branding understanding. More than mere decorative frills, tropes play a fundamental, foundational part in the process. The purpose of this comment is to consider some of the branding's core conceits and classifies them for scholarly convenience.Design/methodology/approachMetaphors, first and foremost, are figures of speech not analytical tools or techniques. Accordingly, the commentary adopts an appropriate literary approach to its subject matter. Reflective for the most part, it seeks to deconstruct and reconstruct simultaneously. Suggestion not stipulation is the aim.FindingsAfter scrutinising branding's figurative landscape, then focussing on several promising analogies, the commentary concludes with a cautionary note concerning internal branding. Metaphor is not all fun and games, nor the be all and end all of branding understanding.Originality/valueServices marketing possesses two powerful and deeply entrenched tropes – relationships and dramaturgy. Although this comment touches on both, particularly the former, it points out the plethora of figurative possibilities, some fresh, others familiar, that are available to brand managers and researchers both.
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Brown, Stephen. "Figures in the carpet of branding". Journal of Service Management 33, n.º 3 (5 de octubre de 2021): 428–36. http://dx.doi.org/10.1108/josm-06-2021-0222.

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PurposeMany have noted the role of metaphor in branding understanding. More than mere decorative frills, tropes play a fundamental, foundational part in the process. The purpose of this comment is to consider some of the branding's core conceits and classifies them for scholarly convenience.Design/methodology/approachMetaphors, first and foremost, are figures of speech not analytical tools or techniques. Accordingly, the commentary adopts an appropriate literary approach to its subject matter. Reflective for the most part, it seeks to deconstruct and reconstruct simultaneously. Suggestion not stipulation is the aim.FindingsAfter scrutinising branding's figurative landscape, then focussing on several promising analogies, the commentary concludes with a cautionary note concerning internal branding. Metaphor is not all fun and games, nor the be all and end all of branding understanding.Originality/valueServices marketing possesses two powerful and deeply entrenched tropes – relationships and dramaturgy. Although this comment touches on both, particularly the former, it points out the plethora of figurative possibilities, some fresh, others familiar, that are available to brand managers and researchers both.
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Murphy, John. "BRANDING". Marketing Intelligence & Planning 6, n.º 4 (abril de 1988): 4–8. http://dx.doi.org/10.1108/eb045775.

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Martin, Graeme, Phillip Beaumont, Rosalind Doig y Judy Pate. "Branding:". European Management Journal 23, n.º 1 (febrero de 2005): 76–88. http://dx.doi.org/10.1016/j.emj.2004.12.011.

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Tesis sobre el tema "Branding"

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Bustamante, Romero Javier. "Branding". Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623723.

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Esta conferencia trata sobre la importancia de posicionar las marcas hoy en día, menciona casos de buenas y malas prácticas además de realizar una dinámica, con la herramienta Kahoot, durante la conferencia. Descripción: Conferencia realizada en el marco del primer encuentro de socios Lumni, en las instalaciones del aula magna del campus Monterrico de la UPC, el 16 de mayo de 2018.
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Хмелик, Людмила Яківна, Людмила Яковлевна Хмелик, Liudmyla Yakivna Khmelyk y N. Ye Kosolap. "Ecological branding". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13484.

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Хмелик, Людмила Яківна, Людмила Яковлевна Хмелик, Liudmyla Yakivna Khmelyk y N. Ye Kosolap. "Ecological branding". Thesis, Вид-во СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/21970.

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Braun, Jan Raphael Reuter. "Green branding". Florianópolis, SC, 2008. http://repositorio.ufsc.br/xmlui/handle/123456789/91063.

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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão. Programa de Pós-Graduação em Design e Expressão Gráfica.
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Principalmente a partir dos anos noventa, as discussões ligadas às questões ambientais provocaram um crescimento acentuado no número de entidades voltadas para esta temática (ONGs, projetos, programas, comissões, comitês etc.). Porém, este incremento também contribuiu para agravar a competição pelos recursos financeiros disponíveis, utilizados por essas instituições em todo mundo. Para driblar esta concorrência, principalmente entre entidades ambientalistas de pequeno porte, torna-se necessário um diferencial agregado na hora da captação de recursos. Uma proposta eficiente estaria em uma bem elaborada gestão de marca da ONG ambientalista, apoiada principalmente em seus ideais. Desta forma, o estudo aborda uma nova vertente no uso da gestão de marcas ambientalistas, a green branding, além de abordar a participação do design gráfico na promoção de marcas de ONGs localizadas no estado de Santa Catarina envolvidas com ações ambientais. Para isto, o presente estudo foi caracterizado como qualitativo com abordagem descritiva, utilizando-se de duas estratégias metodológicas distintas: pesquisa bibliográfica, que auxiliou na compreensão do universo abordado e seu atual estado; e levantamento das ONGs ambientalistas de Santa Catarina, caracterizada pelo questionamento do público-alvo. Os resultados alcançados, através da literatura consultada, demonstraram que a green branding ainda é pouco conhecida. Este fato levou a discussões sobre sua aplicabilidade através da complementação de conceitos já existentes para a gestão de marca. Para a participação do design gráfico nesta gestão de marcas ambientalistas, foi observado que seu uso pode ser uma ferramenta diferencial na composição de uma imagem corporativa forte. Duas formas apresentadas para colaborarem com este objetivo, estão no desenvolvimento de sua identidade visual, e no uso de metodologias adequadas que envolvem a produção ecologicamente correta dos produtos utilizados na divulgação. Com relação aos resultados obtidos com o questionamento das ONGs ambientalistas de Santa Catarina, foi observado que não há um uso apropriado de uma gestão de marca ou mesmo do design gráfico como ferramenta para a promoção destas instituições. Contudo, foram constatados fatores que favorecem uma mudança deste cenário, o que propicia um campo promissor para a introdução da green branding como metodologia para a gestão de marcas e do uso do design gráfico na promoção de ONGs ambientalistas. Specially from the 90#s on, discussions over environmental subjects started an accentuated growth in the number of entities devoted to this theme (NGOs, projects, programs, commissions, committees, etc.). However, this increment also contributed to intensify the competition for the available funding by these institutions worldwide. To overcome this competition, mainly among small-size environmental organizations, it becomes necessary to stand out when searching for resources. An efficient proposal would consider an especially elaborated brand administration of the environmentalist NGO's, supported by their ideals. In that way, this study approaches a new way in the use of the administration of environmentalist brands, the green branding, besides the role of the graphic design in the promotion of brands from environmentalist NGOs. This way, the present study is characterized as qualitative using a descriptive approach, applying two different methodological strategies: bibliographical research, which helped understanding the universe under study and current state; and the assessment of environmentalist NGOs at the state of Santa Catarina, characterized by the interrogation of the aimed public. The results reached through the available literature, showed that the green branding is still poorly known, leading to discussions over its applicability through the completion of concepts already known for the brand administration. For the participation of the graphic design in this administration of environmentalist brands, it was observed that its use can be a stand out tool in the composition of a strong corporate image. The two ways presented to collaborate with this objective are the development of visual identity and the use of appropriate methodologies which involve the production of ecologically correct products used in publicity. Regarding the results of the studied environmentalist NGOs, it was observed that there is no right use of a brand administration nor even of the graphic design as a tool for the promotion of these institutions. However, some observed factors favor a change of this scenery, that shows a promising field of opportunities for the introduction of the green branding as a methodology for the administration of brands and the use of the graphic design in the promotion of environmentalist NGOs.
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Santos, Claudia Polo dos. "Luxury branding". reponame:Repositório Institucional da UFSC, 2012. http://repositorio.ufsc.br/xmlui/handle/123456789/94052.

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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Comunicação e Expressão, Programa de Pós-Graduação em Design e Expressão Gráfica, Florianópolis, 2010
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O luxo, quando ligado a marcas, é caracterizado por uma identidade forte, por um estilo reconhecível, por uma consciência elevada, e por associações emocionais e simbólicas realçadas. Como uma indústria global, tem um crescimento ininterrupto por mais de duas décadas. A gestão de uma marca de luxo implica em especificidades, é complexa, exige uma aproximação consistente e coerente para criar e manter seu sucesso, e sugere uma ligação emocional entre a marca e os consumidores. O objetivo deste estudo é compreender a participação do design gráfico na conexão emocional entre as marcas de luxo e seus clientes. Adota uma aproximação qualitativa, através de pesquisa bibliográfica e estudo de caso. Uma compreensão da participação do design gráfico na ligação emocional entre uma marca de luxo e seus clientes, propõe que estas sejam preferivelmente as características de toda marca bem-sucedida e não somente de uma marca de luxo. Embora haja estudos acadêmicos sobre o luxo, este parece ser o primeiro a focalizar especificamente o design gráfico através do Luxury Branding.
The luxury, when attached to brands, is characterized by a strong identity, by a recognizable style, a heightened awareness, and highlighted emotional and symbolic associations. As a global industry, it has an uninterrupted growth for more than two decades. The management of a luxury brand involves specificities, it is complex and requires a consistent and coherent approach to creating and maintaining its success, and suggests an emotional connection between brand and consumers. The objective of this study is to elucidate the role of graphic design in the emotional connection between luxury brands and their customers. It adopts a qualitative approach, through a literature review and case study. An understanding of the participation of graphic design in the emotional connection between a luxury brand and its customers, proposing that they are the characteristics of all successful brand instead of a luxury brand only. Although there are academic studies on the luxury, the luxury market and luxury brands seem to be the first to focus specifically on graphic design through the Luxury Branding.
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Pino, Simona. "The politics of branding : iRobot, branding and common sense". Thesis, University of Warwick, 2016. http://wrap.warwick.ac.uk/82187/.

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This thesis investigates the branding and marketing practices of the iRobot Corporation, an American military firm that produces both domestic and military robots with the same brand, and emphasises its military character when advertising its civilian products. Based on the assumption that the branding strategy is counterintuitive and controversial, this thesis offers an explanation by considering the practice within the broader historical context, thus providing an insight into the changing role and place of military firms within contemporary American capitalism. The argument is that the firm has developed its brand by constructing a narrative based on certain features of common sense, a notion developed by Gramsci to refer to a set of widely established and uncritically accepted ideas, present in contemporary American society. The main elements emerging from the empirical analysis of iRobot’s narrative, carried out by focusing on the language and imagery employed on the part of the firm are: 1] a conflation of the military and civilian spheres; 2] the security-enhancing character of the firm’s warfare robots; 3] the depiction of these robots uniquely in defensive terms. The thesis shows how these three elements are consistent with ideas that are widely established at the societal level: an increasingly indistinct separation of the military and civilian spheres, a long-standing casualty aversion, and a confused understanding of the notions of defence and offence since 9/11, respectively. In turn, the consistency between the firm’s narrative and US common sense stands in the way of a critical appraisal of the ideological character of the firm’s strategy and the implications linked to it. These are the diffusion of martial ideas across American society, which has a negative impact on the functioning of democracy, and the reinforcement of militaristic approaches to foreign policy, which has repercussions at the level of the international order.
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Stighäll, Emil. "EMPLOYER BRANDING : En analys av idealbilden inom Employer Branding". Thesis, Umeå universitet, Pedagogiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-163647.

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I en allt mer konkurrenskraftig vardag måste dagens arbetsgivare lägga större fokus på̊ att sticka ut. Endel gör det genom innovativa produkter och samarbeten, andra genom en aggressiv marknadsföringsstrategi. Humankapitalet har därför blivit ett betydelsefullt konkurrensmedel där efterfrågan på rätt kompetens har ökat. Därför har Employer Branding idag blivit ett av de hetaste ämnena inom organisatoriska kompetensförsörjning. Men hur tillämpar man Employer Branding mest effektivt enligt praktiker och teoretiker? Syftet med studien är därför att undersöka med hjälp av en diskursanalys hur Employer Branding-praktikers idealbilder ser ut. Genom denna frågeställning har jag satt praktiken i relation till de teoretiska grundpelarna inom Employer Branding. Vilket har resulterat i nyckeltal och tydliga framgångsfaktorer inom ämnet. Studien ger även en bredare insyn av självbegreppet och hur du kan tillämpa strategin för bästa möjliga effekt.
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Almeida, Helena Susete Figueira Freire de. "Branding de lugar". Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2013. http://hdl.handle.net/10400.5/11809.

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Azevedo, Sara Ribeiro Couto Saldanha de. "Re branding Marvila". Master's thesis, Universidade de Lisboa, Faculdade de Arquitetura, 2019. http://hdl.handle.net/10400.5/19991.

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Dissertação de Mestrado Integrado em Arquitetura, com a especialização em Urbanismo apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
O forte ambiente competitivo nas cidades de hoje em dia, levou à adopção de estratégias de Branding incorporadas nos elementos de gestão territorial. Nestas estratégias, o principal objectivo passa por desenvolver um lugar potenciando os seus atributos, com especial foco na sua imagem e identidade, visando a que esta se destaque e se torne atractiva. Marcada fortemente pelo período pós-industrial, foi através destas estratégias que Marvila surgiu novamente no mapa, como um local repleto de espaços criativos que vieram trazer uma nova vitalidade e dinâmica a esta zona oriental de Lisboa, obsoleta até há muito pouco tempo. Estas dinâmicas foram sem dúvida benéficas para a reinserção de Marvila na urbe, no entanto, contrastam os espaços do branding com espaços expectantes, edifícios devolutos e uma população fundamentalmente idosa, carenciada das mais básicas necessidades do habitar. O presente trabalho foca-se assim em definir uma estratégia de rebranding que procure dar uma nova imagem a Marvila Velha, tendo como actores principais os seus moradores. Pretende-se pensar num plano onde se aplicam um conjunto de operações de Regeneração Urbana dos antigos núcleos industriais de Marvila – no troço compreendido entre o braço de Prata e Poço do Bispo – e onde se potencia uma diversidade de espaços e usos, articulados, entre os novos elementos urbanos e os pré-existentes, que garanta a sustentabilidade desta área futuramente, e possibilite que esta mais do que ser visitada possa ser ‘vivida’.
ABSTRACT: The strong competitive environment in today's cities has led to the adoption of Branding strategies incorporated in the elements of territorial management. In these strategies, the main objective is to develop a place enhancing its attributes, with a special focus on its image and identity, aiming for it to stand out and become attractive. Strongly marked by the post-industrial period, it was through these strategies that Marvila emerged again on the map, as a place filled with creative spaces that came to bring a new vitality and momentum to this eastern area of Lisbon, obsolete until a very short time ago. These dynamics were undoubtedly beneficial for the reinsertion of Marvila in the urbe, however, contrast the branding spaces with the expectant spaces, vacant buildings and a fundamentally elderly population, deprived of the most basic needs of the inhabiting. The present work focuses on defining a rebranding strategy that seeks to give a new image to Marvila Velha, having as its main actors its residents. It is intended to think about a plan where a set of Urban Regeneration operations of the old industrial centres of Marvila are applied - in the section between Braço de Para and Poço do Bispo - and where a diversity of spaces and uses, articulated between the new urban elements and the pre-existing ones, is potentiated, which guarantees the sustainability of this area in the future, and makes it possible that more than being visited it can be 'experienced'.
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Storer, Heather J. "Authenticity in Branding". Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1366662430.

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Libros sobre el tema "Branding"

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Coomber, Stephen. Branding. Oxford, U.K: Capstone Pub., 2002.

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Ladika, Susan. Branding. 2455 Teller Road, Thousand Oaks California 91320 United States: CQ Press, 2022. http://dx.doi.org/10.4135/cqresrre20220513.

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Dinnie, Keith, ed. City Branding. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230294790.

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Schmidt, Klaus y Chris Ludlow. Inclusive Branding. London: Palgrave Macmillan UK, 2002. http://dx.doi.org/10.1057/9780230513297.

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Errichiello, Oliver y Arnd Zschiesche. Green Branding. Wiesbaden: Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-36060-3.

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von Gizycki, Vittoria y Carola Anna Elias, eds. Omnichannel Branding. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21450-0.

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Adjouri, Nicholas y Petr Stastny. Sport-Branding. Wiesbaden: Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-06216-3.

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Steiner, Paul. Sound Branding. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-9460-8.

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Schmidt, Holger J., ed. Internal Branding. Wiesbaden: Gabler, 2008. http://dx.doi.org/10.1007/978-3-8349-9550-6.

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Schuhmacher, Florian y Roland Geschwill. Employer Branding. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8166-0.

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Capítulos de libros sobre el tema "Branding"

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Meldrum, Mike y Malcolm McDonald. "Branding". En Key Marketing Concepts, 149–52. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-13877-7_28.

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Russell-Walling, Edward. "Branding". En 50 Schlüsselideen Management, 28–31. Heidelberg: Spektrum Akademischer Verlag, 2011. http://dx.doi.org/10.1007/978-3-8274-2637-6_8.

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Hales, Graham. "Branding". En The Marketing Century, 139–67. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119208501.ch7.

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Christopher, Martin y Malcolm McDonald. "Branding". En Marketing, 167–82. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_11.

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Groucutt, Jonathan y Cheryl Hopkins. "Branding". En Marketing, 99–126. London: Macmillan Education UK, 2016. http://dx.doi.org/10.1007/978-1-137-33606-4_5.

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Baker, Michael J. "Branding". En Marketing Strategy and Management, 421–40. London: Macmillan Education UK, 2014. http://dx.doi.org/10.1007/978-1-137-34213-3_19.

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Czerniawska, Fiona. "Branding". En Management Consultancy in the 21st Century, 222–25. London: Palgrave Macmillan UK, 1999. http://dx.doi.org/10.1007/978-1-349-14873-8_22.

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Bühler, Peter, Patrick Schlaich y Dominik Sinner. "Branding". En Medienmarketing, 24–37. Berlin, Heidelberg: Springer Berlin Heidelberg, 2019. http://dx.doi.org/10.1007/978-3-662-55395-4_3.

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Darics, Erika y Veronika Koller. "Branding". En Language in Business, Language at Work, 48–65. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-349-93808-7_3.

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Jackson, Daniel M. "Branding". En Sonic Branding, 87–95. London: Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9780230503267_16.

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Actas de conferencias sobre el tema "Branding"

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Druta, Inga, Lidia Vieru y Mariana Vlas. "Considerații privind constituirea terminologiei de branding în limba română". En Filologia modernă: realizări şi perspective în context european. “Bogdan Petriceicu-Hasdeu” Institute of Romanian Philology, Republic of Moldova, 2021. http://dx.doi.org/10.52505/filomod.2021.15.17.

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Brandingul în limba română este unul de dată recentă, având începuturile în anii ’90 ai secolului trecut. Brandingul modern a apărut inițial în cadrul marketingului, iar ulterior a devenit un domeniu de sine stătător. Imaginea și identitatea sunt concepte care se referă nu numai la produse și la companiile producătoare, ci și la orice entitate din diverse domenii: politică, administrație, educație, arte, turism, sport etc. În lucrare se analizează cele mai frecvente procedee de constituire a termenilor de branding în limba română sub aspect etimologic, semantic și structural și se ajunge la concluzia că limbajul de branding este unul interdisciplinar, cu o dinamică continuă, cu fluctuații terminologice, în căutarea identității și a caracteristicilor sale.
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Mohseninia, Iman y Heydar Lotfi. "The Effect of National Brand in Attracting Tourists in Tourism Industry". En International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1102.

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Ray, Kausik. "Gender Portrayals by Indian Brands". En International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1103.

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Silva, R. N. y P. M. P. Fernando. "The Effectiveness of Brand Personality Dimensions on Brand Loyalty: A Study on Mobile Telecommunication Services in Sri Lanka". En International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icoht2015-1101.

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Huq Talukder, Md Nazmul. "Competitiveness Of SATv Is Measured by Certain Factors in the Bangladeshi Tv Industry". En International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1104.

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Weerasiri, R. A. S. "Impact of Television Advertisements on Youth Buying Behavior: With Special Reference to Fruit Drink Market in Sri Lanka". En International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1105.

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Mittila, T. S. y H. L. M. Lauren. "2.0 Country Branding". En 2014 International Conference on Global Economy, Commerce and Service Science (GECSS-14). Paris, France: Atlantis Press, 2014. http://dx.doi.org/10.2991/gecss-14.2014.93.

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Szymanski, Stan. "Branding & marketing". En SIGGRAPH '19: Special Interest Group on Computer Graphics and Interactive Techniques Conference. New York, NY, USA: ACM, 2019. http://dx.doi.org/10.1145/3306212.3328105.

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Wettasinghe, Mohini. "Branding the feel". En Proceeding of the twenty-sixth annual CHI conference extended abstracts. New York, New York, USA: ACM Press, 2008. http://dx.doi.org/10.1145/1358628.1358665.

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Perbawasari, Susie, Susanne Dida, Aat Nugraha, Achwan Adi y Aang Koswara. "ANALYSIS OF LOCAL BRANDING TO DEVELOP PLACE BRANDING OF PURWAKARTA REGENCY". En Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.9-10-2019.2291047.

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Informes sobre el tema "Branding"

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Brecht, Laura. Agricultural Program Branding. Ames (Iowa): Iowa State University, mayo de 2023. http://dx.doi.org/10.31274/cc-20240624-133.

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Taylor, Bradley. Branding: Understanding the methods of branding in a clothing line. Ames (Iowa): Iowa State University, enero de 2011. http://dx.doi.org/10.31274/cc-20240624-312.

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Bilbao y Leon, Sama. Re-Branding the Nuclear Fuel Cycle. Office of Scientific and Technical Information (OSTI), agosto de 2018. http://dx.doi.org/10.2172/1471096.

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Seybold, Patricia. The Future of Marketing and Branding. Boston, MA: Patricia Seybold Group, marzo de 2003. http://dx.doi.org/10.1571/psgp3-27-03cc.

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Neba, George Neba. Branding Tips for Civil Society Organisations. West Africa Civil Society Institute (WACSI), abril de 2021. http://dx.doi.org/10.15868/socialsector.38370.

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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, febrero de 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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Johnson, Courtney y Eulanda Sanders. Academic Branding: A Case of Six Faculty. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-363.

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ERSHOVA, E. y S. KOSHEVENKO. PROJECT APPROACH IN THE BRANDING OF TERRITORIES. Science and Innovation Center Publishing House, 2021. http://dx.doi.org/10.12731/2070-7568-2021-10-5-3-66-71.

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The article is devoted to the formation and development of the brand of the territory. The authors propose for consideration a model of territorial branding based on a project approach. Brand building is viewed as a project with initiation, planning, implementation and completion phases. The authors point to the need to identify groups of stakeholders, a detailed analysis of the target audience, building a communication strategy and focusing projects in the field of territorial branding on the formation of the product portfolio of the region.
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Collins, LaShaun M. y Jin Su. Status Consumption in the Context of Co-branding. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1758.

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Caruthers, Montel. Designing brand identity: From product innovation to branding. Ames (Iowa): Iowa State University, enero de 2019. http://dx.doi.org/10.31274/cc-20240624-511.

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