[{"data":1,"prerenderedAt":114},["ShallowReactive",2],{"person-64144f5b-6f4a-453d-9d2c-21d52c57207a":3},{"success":4,"person":5,"request":110},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},"Lee","","Marcelo Nilson",{},"64144f5b-6f4a-453d-9d2c-21d52c57207a","marcelonleee@gmail.com","2025-12-27T16:16:50-03:00","FAU - Universidade São Paulo",[15,16],"marcelo-nilson-lee","lee-marcelo-nilson",[18],{"pageRange":19,"parent":20,"updateDate":12,"data":21,"trackId":30,"type":31,"typeData":32,"metaData":81,"langs":83,"_id":86,"contributors":87,"contributorsIds":105,"status":106,"download":107,"slugs":108,"slug":109},null,"39f260d6-d61f-4dfe-b1f7-a6c315c260bd",{"secondary":22,"primary":26},{"keywords":23,"excerpt":24,"title":25},"\u003Cp>Brand Framework, Brand analysis, Branding\u003C/p>","The objective of this paper is to present a hollistic brand analysis framework, that allows a quivk and concise study, outlining the main characteristics of a singular brand, using three perspectives as starting points: semiotics, of meanings and discourses; sistemic, of touchpoints systems; and strategic, focusing in contexts and markets of wich the brand is in. Therefore, this paper proposes to divide the brand in elements: the concept, the expression and the positioning, wich create resultants: an experience, a deliverance and a direction for the brand.","Brand Analysis Framework. Concept, Expression and Positioning",{"keywords":27,"excerpt":28,"title":29},"\u003Cp>Modelo de marca, análise de marca, Branding\u003C/p>","O objetivo deste trabalho é apresentar um modelo de análise de marca holístico, que permita um estudo rápido e conciso delimitando as principais características da marca, partindo de três diferentes perspectivas: a semiótica, dos significados e discursos; a sistêmica, sobre os sistemas de pontos de contato; e a estratégica, com foco nos contextos e mercados no qual está inserida. Assim, a proposta deste trabalho é dividir a marca em elementos: o conceito, a expressão e o posicionamento; que por sua vez criam resultantes sob a forma de uma experiência, uma entrega e uma direção para a marca.","Modelo de Análise de Marca. Conceito, Expressão e Posicionamento","czb3v6h1","article",{"startPage":33,"file":34,"references":37,"endPage":80,"track":30,"doi":7},3817,{"fullpath":35,"name":36},"https://storage.googleapis.com/memoria-ped.appspot.com/articles%2F10_congresso_brasileiro_de_pesquisa_e_desenvolvimento_em_design%2Fczb3v6h1-1766863010-3817-3834.pdf","czb3v6h1-1766863010-3817-3834.pdf",[38,41,44,47,50,53,56,59,62,65,68,71,74,77],{"label":39,"id":40},"\u003Cp>CAMPAGNO, C. F. L. \u003Cstrong>Análise Semiótica e Gestão de Marcas – um estudo exploratório\u003C/strong> São Paulo, 2008. Dissertação (Mestrado em Administração) – Programa de Pós-Graduação em Administração, Universidade de São Paulo\u003C/p>","2c04ea35-8fdc-4c1f-8b2e-6868bc74b9f1",{"label":42,"id":43},"\u003Cp>COLLINS, J. C.; PORRAS, J. I. Building your company’s vision In: \u003Cstrong>Harvard Business Review Must Read’s on Strategy\u003C/strong> Cambridge, Harvard Business Press 2011\u003C/p>","a07ac730-a9e7-4ac3-a03d-050886e66308",{"label":45,"id":46},"\u003Cp>COSTA, J. \u003Cstrong>A Imagem da marca, um fenômeno social\u003C/strong> São Paulo edições Rosari 2011\u003C/p>","eeb7a850-5e26-4fd8-b104-ba1f81357f15",{"label":48,"id":49},"\u003Cp>GARRET Customer loyalty and the elements of customer experience In. \u003Cstrong>Design Thinking Integrating Innovation, customer experience ad brand value\u003C/strong> Allworth Press, New York 2010\u003C/p>","96a8f8ae-22a6-42f8-bd0a-c52624b791db",{"label":51,"id":52},"\u003Cp>KATHMAN, Jerome. Building Leadership Brands by Design In. \u003Cstrong>Design Thinking Integrating Innovation, customer experience ad brand value\u003C/strong> Allworth Press, New York 2010\u003C/p>","cb347669-c81b-4624-8a82-3d792dd86673",{"label":54,"id":55},"\u003Cp>KAPFERER, Jean-Noël \u003Cstrong>As marcas, capital da empresa\u003C/strong>: criar e desenvolver marcas fortes 3ed. Porto Alegre, Bookman 2003\u003C/p>","2f5a2a59-ead5-4620-8374-0faccb9dfcfb",{"label":57,"id":58},"\u003Cp>KIM, W. C.; MAUBORGNE, R. \u003Cstrong>Blue Ocean Strategy\u003C/strong> Boston, Harvard Business Press 2005\u003C/p>","8c598241-ab36-478d-b8d6-450c4d845bc1",{"id":60,"label":61},"68b5c0e4-f21b-42ce-8595-4123536f5121","\u003Cp>MARTINS, Rosane F. F.; MERINO, E. A. D.. \u003Cstrong>A gestão de design como estratégia organizacional\u003C/strong> Londrina, EDUEL, 2008\u003C/p>",{"label":63,"id":64},"\u003Cp>OLINS, Wally. Viewpoints \u003Cstrong>Corporate Identity – the ultimate resource\u003C/strong> Business, 2002 In: http:www.wallyolins.com/\u003C/p>","af14dd6f-3d48-4910-ba02-d7d84bdce4dd",{"label":66,"id":67},"\u003Cp>PORTER, Michael. What is Strategy? In: \u003Cstrong>Harvard Business Review Must Read’s on Strategy\u003C/strong> Cambridge, Harvard Business Press 2011\u003C/p>","23034ca6-8ba8-4b86-be48-10c1c3585b9d",{"id":69,"label":70},"9d156d49-8304-466e-982b-df97e457f168","\u003Cp>PORTER, Michael. Five competitive forces that shape strategy In: \u003Cstrong>Harvard Business Review Must Read’s on Strategy\u003C/strong> Cambridge, Harvard Business Press 2011\u003C/p>",{"label":72,"id":73},"\u003Cp>ROCKWELL, The Mathematics of Brand Satisfaction In. \u003Cstrong>Design Thinking Integrating Innovation, customer experience ad brand value\u003C/strong> Allworth Press, New York 2010\u003C/p>","950a5a71-057e-4394-a3f8-9f497bf29d0c",{"id":75,"label":76},"1938258c-35f1-48ab-bdf5-d253165fa51c","\u003Cp>SEMPRINI, Andrea. \u003Cstrong>A marca pós-moderna\u003C/strong>: poder e fragilidade na sociedade contemporânea 2 ed. São Paulo, Estação das Letras e Cores, 2010\u003C/p>",{"label":78,"id":79},"\u003Cp>VILADAS, Xenia \u003Cstrong>Managing design for profits\u003C/strong> Barcelona, Index Books, 2010\u003C/p>","f5ab2e2d-1e1d-45a3-bba1-6b290877757a",3834,{"updateDate":7,"createDate":82,"deleteDate":7},1766863010,[84,85],"primary","secondary","3f2fc7a9-1d53-41b2-a72a-160d4557240c",[88,94],{"filiation":13,"name":8,"objectID":10,"url":7,"lastmodified":89,"slugs":90,"createDate":91,"_id":10,"id":7,"email":11,"path":92,"designation":7,"role":7,"lastName":6,"description":93},1766863010384,[15,16],"2025-12-27T19:16:50.384Z","people/64144f5b-6f4a-453d-9d2c-21d52c57207a",{},{"lastmodified":89,"name":95,"filiation":96,"description":97,"email":98,"role":7,"id":7,"path":99,"designation":7,"url":7,"objectID":100,"createDate":91,"_id":100,"slugs":101,"lastName":104},"Andre Leme","Poli - Universidade São Paulo",{},"andreleme.fleury@gmail.com","people/0d112ad8-3f88-4e9a-b6c4-ede4ac8c0fd3","0d112ad8-3f88-4e9a-b6c4-ede4ac8c0fd3",[102,103],"andre-leme-fleury","fleury-andre-leme","Fleury",[10,100],"enabled",1,[109],"brand-analysis-framework-concept-expression-and-positioning",{"target":111,"query":112},"people/get",{"id":10,"articles":113},"true",1780316109965]