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TendĂȘncias de branding: Criar conhecimento sobre marcas
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Esta dissertação analisa como as marcas constroem e comunicam uma imagem de inovação, atravĂ©s do design multimĂ©dia e as estratĂ©gias de comunicação digital. Este estudo tem como objetivo geral de compreender de que forma o design visual, o storytelling e as tecnologias digitais influenciam a perceção de inovação por parte dos consumidores. Os objetivos especĂficos incluem: (1) analisar o impacto dos elementos visuais na perceção de inovação; (2) explorar o papel das narrativas estratĂ©gicas na construção de marcas inovadoras; e (3) investigar como as redes sociais e tecnologias emergentes reforçam o posicionamento inovador das marcas.
A metodologia adotada Ă© de natureza mista, combinando mĂ©todos qualitativos e quantitativos. Foram realizados estudos de casos sobre marcas reconhecidas pela sua inovação (Apple, Nike e Tesla), entrevistas semiestruturadas com cinco especialistas em branding e marketing, associado Ă autenticidade, ao design emocional, Ă experiĂȘncia do utilizador e Ă coerĂȘncia entre propĂłsito e comunicação. Conclui-se que a inovação em branding Ă© um processo cultural, relacional e contĂnuo, que exige consistĂȘncia estratĂ©gica e envolvimento ativo dos consumidores.
This dissertation analyzes how the brands construct and communicate an image of innovation through multimedia design and digital communication strategies. The overall objective of this study is to understand how visual design, Storytelling, and digital technologies influence consumersâ Perceptions of innovation. The specific Objectives include: (1) Analyzing the impact of visual elements on the perception of innovation; (2) exploring the role of strategic narratives in building innovative brands; and (3) investigating how social media and emerging technologies reinforce brandsâ innovative positioning. The methodology adopted is a mixed-method approach, combining qualitative and quantitative methods. Case studies were conducted on brands recognized for their innovation (Apple, Nike and Tesla), as well as semi-structured interviews with five branding and marketing experts, focusing on authenticity, emotional design, user experience, and the coherence between purpose and communication. The conclusion is that branding innovation is a cultural, relational, and continuous process that requires strategic consistency and active consumer engagement.
This dissertation analyzes how the brands construct and communicate an image of innovation through multimedia design and digital communication strategies. The overall objective of this study is to understand how visual design, Storytelling, and digital technologies influence consumersâ Perceptions of innovation. The specific Objectives include: (1) Analyzing the impact of visual elements on the perception of innovation; (2) exploring the role of strategic narratives in building innovative brands; and (3) investigating how social media and emerging technologies reinforce brandsâ innovative positioning. The methodology adopted is a mixed-method approach, combining qualitative and quantitative methods. Case studies were conducted on brands recognized for their innovation (Apple, Nike and Tesla), as well as semi-structured interviews with five branding and marketing experts, focusing on authenticity, emotional design, user experience, and the coherence between purpose and communication. The conclusion is that branding innovation is a cultural, relational, and continuous process that requires strategic consistency and active consumer engagement.
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Branding Co-criação Design Identidade visual Consumidor Inovação