[{"data":1,"prerenderedAt":136},["ShallowReactive",2],{"person-1a4f78ee-8620-40d2-8381-8122e2e65506":3},{"success":4,"person":5,"request":132},true,{"lastName":6,"role":7,"name":8,"description":9,"_id":10,"designation":7,"id":7,"email":11,"url":7,"createDate":12,"filiation":13,"slugs":14,"articles":17},"Prestes","","Maíra Gomes",{},"1a4f78ee-8620-40d2-8381-8122e2e65506","magprestes@gmail.com","2025-12-17T20:55:40-03:00","LOGO - Universidade Federal de Santa Catarina",[15,16],"maira-gomes-prestes","prestes-maira-gomes",[18],{"parent":19,"metaData":20,"updateDate":12,"data":22,"langs":31,"_id":34,"contributors":35,"contributorsIds":52,"type":53,"typeData":54,"status":128,"download":129,"slugs":130,"slug":131},"1c7b273e-f07d-460b-a89f-47ffe8ea1d13",{"updateDate":7,"createDate":21,"deleteDate":7},1766015740,{"secondary":23,"primary":27},{"keywords":24,"excerpt":25,"title":26},"\u003Cp>experience design, branding, graphic design, brand's DNA\u003C/p>","Brands exert a role in the purchasing process and are responsible for a symbolic imagery of possible experiences, which involves the consumers. Defining the brand's meaning is a differentiation strategy in a market with information overload. Within the context of economic experience, the emotional factor as essential to create meaning, and the knowledge of graphic design, branding and the organizations DNA metaphor, this paper proposes the Brand DNA Process methodology, which identifies the essential brand's characteristics and enables the meaning creation at all brand's points of contact.","The Brand's Experience: Proposal of Methodology for Identifying the Companies' Dna",{"keywords":28,"excerpt":29,"title":30},"\u003Cp>design de experiência, branding, design gráfico, DNA da marca\u003C/p>","As marcas exercem papel no processo de compra e são responsáveis por simbolizar um imaginário de experiências possíveis que despertam o envolvimento dos consumidores. Definir o significado de marca constitui-se numa estratégia de diferenciação em um mercado com excesso de informação. Dentro do contexto econômico da experiência, do fator emocional como indispensável à criação de significado e dos conhecimentos de design gráfico, branding e metáfora de DNA das organizações, o presente artigo propõe a metodologia do Brand DNA Process, que identifica as características essenciais de uma marca e permite criar significado em todos os pontos de contato estabelecidos pela mesma.","A Experiência da Marca: Proposta de Metodologia para a Identificação do Dna de Organizações",[32,33],"primary","secondary","5e44df51-86f3-4530-ae74-416fbeaedf39",[36,42],{"id":7,"name":8,"lastName":6,"email":11,"designation":7,"description":37,"role":7,"_id":10,"createDate":38,"filiation":13,"slugs":39,"url":7,"path":40,"lastmodified":41,"objectID":10},{},"2025-12-17T23:55:40.437Z",[15,16],"people/1a4f78ee-8620-40d2-8381-8122e2e65506",1766015740437,{"id":7,"name":43,"lastName":44,"email":45,"designation":7,"description":46,"role":7,"_id":47,"createDate":38,"filiation":13,"slugs":48,"url":7,"path":51,"lastmodified":41,"objectID":47},"Luiz Salomão Ribas","Gomez","salomao@logo.ufsc.br",{},"d5300831-1088-4364-b9df-b740fe6e638f",[49,50],"luiz-salomao-ribas-gomez","gomez-luiz-salomao-ribas","people/d5300831-1088-4364-b9df-b740fe6e638f",[10,47],"article",{"startPage":55,"file":56,"references":59,"endPage":126,"track":127,"doi":7},2856,{"fullpath":57,"name":58},"https://storage.googleapis.com/memoria-ped.appspot.com/articles%2F15_pd_design_2024%2F69556.pdf","69556.pdf",[60,63,66,69,72,75,78,81,84,87,90,93,96,99,102,105,108,111,114,117,120,123],{"id":61,"label":62},"352884f9-482d-47b5-8b91-fed55b49e27c","\u003Cp>BATEY, Mark. \u003Cstrong>O significado da marca: como as marcas ganham vida na mente dos consumidores\u003C/strong>. Rio de Janeiro: Best Business, 2010.\u003C/p>",{"id":64,"label":65},"0c2a4e3b-7080-488f-bf98-418dce03d637","\u003Cp>BOSWIJK, A.; THIJSSEN, T.; PEELEN, E. \u003Cstrong>A new perspective on the experience economy: Meaningful Experiences\u003C/strong>. Pearson Education Benelux, Amsterdam, The Netherlands. 2007. 22 p.\u003C/p>",{"id":67,"label":68},"fdbea51e-0100-4b1c-b772-f9a6a2f2e549","\u003Cp>BUXTON, Bill. \u003Cstrong>Experience Design vs. Interface Design\u003C/strong>. 3 p.\u003C/p>",{"id":70,"label":71},"9f60da13-bf91-41d8-9157-3658cb211801","\u003Cp>BUXTON, Bill. \u003Cstrong>Experience design: AIGA's 21st century designer\u003C/strong> – Graphis, Jan/Feb 2001 by Grefe, Ric.\u003C/p>",{"id":73,"label":74},"95aae0d7-ea72-4769-b46c-694421723983","\u003Cp>CHAVES, Norberto. \u003Cstrong>La marca corporativa: gestión y diseño de símbolos y logotipos\u003C/strong>. Buenos Aires: Paidós, 2006.\u003C/p>",{"id":76,"label":77},"6159f654-3f98-4d23-8268-1ae793db2850","\u003Cp>COX, Lisa. \u003Cstrong>Designing Employee Experience\u003C/strong>. International DMI Education Conference. Cergy-Pointoise, France. 2008. 22 p.\u003C/p>",{"id":79,"label":80},"98117589-ac6d-4719-9c04-01b93bc69202","\u003Cp>DAMÁSIO, António R. \u003Cstrong>O erro de Descartes: emoção, razão e o cérebro humano\u003C/strong>. São Paulo: Companhia das Letras, 1996.\u003C/p>",{"id":82,"label":83},"8a681ebf-f736-44aa-b889-a145e2902d3f","\u003Cp>DAWKINS, Richard. \u003Cstrong>O Gene Egoísta\u003C/strong>. 3ª ed. Lisboa: Gradiva Publicações, 2003.\u003C/p>",{"id":85,"label":86},"8ab0236a-05b2-441b-90b5-b370940da5ae","\u003Cp>FRASCARA, Jorge. \u003Cstrong>Diseño gráfico y comunicación\u003C/strong>. Buenos Aires: Infinito, 2000.\u003C/p>",{"id":88,"label":89},"7f68d33a-1352-494e-b317-19f4c7f22135","\u003Cp>GERZEMA, John. \u003Cstrong>A Bolha das Marcas\u003C/strong>. Rio de Janeiro: Campus, 2009.\u003C/p>",{"id":91,"label":92},"1e2cb234-1c52-40ce-b8d1-1976fa6b59ee","\u003Cp>GOMEZ, Luiz Salomão Ribas, MATEUS, Américo da Conceição. \u003Cstrong>Brand DNA - The Brands creative [R]evolution; 40IADE40 - International Conference\u003C/strong>. Portugal, 2009, 18 p.\u003C/p>",{"id":94,"label":95},"76c18b44-3775-4826-a3d1-07e4dc1abcf1","\u003Cp>GOMEZ, Luiz Salomão Ribas, FERREIRA, Ana Margarida. \u003Cstrong>Innovation and Brand DNA: how emotions enhance Design. Conference D&E 2010\u003C/strong>. Chicago, 2010, 13 p.\u003C/p>",{"id":97,"label":98},"1dffa3f3-b58b-4451-a750-0a26692b3c5c","\u003Cp>KOTLER, Philip. \u003Cstrong>Administração de Marketing: a edição do Novo Milênio\u003C/strong>. São Paulo: Prentice Hall, 2008.\u003C/p>",{"id":100,"label":101},"a7d00826-8c19-4960-8e59-d540f7df2a6e","\u003Cp>LINDSTROM, Martin. \u003Cstrong>Brandsense: a marca multisensorial\u003C/strong>. Porto Alegre: Bookman, 2007.\u003C/p>",{"id":103,"label":104},"293bb24c-23dc-45b7-b9d9-9a35b553d946","\u003Cp>LIPOVETSKY, Gilles. \u003Cstrong>A Felicidade Paradoxal: Ensaio sobre a sociedade do hiperconsumo\u003C/strong>. Lisboa: 70, 2007.\u003C/p>",{"id":106,"label":107},"1e9da464-3d36-4f6e-b08e-9620d0dade00","\u003Cp>MARTINS, José Roberto. \u003Cstrong>Branding: um manual para você criar, gerencial e avaliar marcas\u003C/strong>. São Paulo: Negócio, 2006.\u003C/p>",{"id":109,"label":110},"98357cf4-3726-411b-baef-e7f9d0f96404","\u003Cp>NEILSON, Gary L.; PASTERNACK, Bruce A. \u003Cstrong>Resultados: mantenha o que está certo, corrija o que está errado e obtenha um ótimo desempenho\u003C/strong>. Rio de Janeiro: Rocco, 2009.\u003C/p>",{"id":112,"label":113},"6afab47d-6f03-439a-a965-0732448dad53","\u003Cp>NORMAN, Donald A. \u003Cstrong>Emotional design: why we love (or hate) everyday things\u003C/strong>. Nova York: Basic Books, 2004. 257 p.\u003C/p>",{"id":115,"label":116},"b05eaec6-f5a8-4bc8-80ef-f7ad867930b0","\u003Cp>NOWRAH, U. \u003Cstrong>Decoding a brand's DNA\u003C/strong>. Brandchannel. jun. 2006.\u003C/p>",{"id":118,"label":119},"5cc5f2df-b929-4ec3-aaee-e0721f600566","\u003Cp>PINE, B. Joseph. \u003Cstrong>The experience economy: work is theater & every business a stage: goods & services are no longer enough\u003C/strong>. B. Joseph Pine II and James H. Gilmore. Boston: Harvard Business School Press. 1999. 254 p.\u003C/p>",{"id":121,"label":122},"dc2d4357-0e54-45dd-877a-571bbd672d30","\u003Cp>RIES, AL., TROUT, J. \u003Cstrong>Posicionamento: a Batalha por sua Mente\u003C/strong>. São Paulo: Makron Books, 2009.\u003C/p>",{"id":124,"label":125},"7c4fc420-39ed-4cc6-bc87-4e2af0760cdc","\u003Cp>SEMPRINI, Andrea. \u003Cstrong>A Marca Pós-Moderna: poder e fragilidade da marca na sociedade contemporânea\u003C/strong>. São Paulo: Estação das Letras Editora, 2006.\u003C/p>",2867,"pj4zovtp","enabled",6,[131],"the-brands-experience-proposal-of-methodology-for-identifying-the-companies-dna",{"target":133,"query":134},"people/get",{"id":10,"articles":135},"true",1780316063494]