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Publication
Rebranding pela identidade visual: a marca Macieira
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Abstract(s)
Este projeto de investigação foca-se no rebranding de uma marca de brandy portuguesa - MACIEIRA. Tem como objetivo ampliar conhecimentos na área do branding, nos processos de recuperação e de criação de identidades, e estudar a importância do design e da publicidade nestes processos. Responde assim à questão de investigação, “Como reavivar uma marca de brandy envelhecida, sem que perca a ligação à sua origem?”. De maneira a atingir o sucesso desta investigação utilizaram-se várias metodologias. Primeiramente elaborou-se um enquadramento teórico com análises bibliográficas dos conceitos relativos à investigação (design e publicidade, identidade visual e branding). De seguida, realizou-se estudos de casos de marcas de bebidas espirituosas portuguesas, com o objetivo de estabelecer paralelismo com a componente teórica e até, com a marca em questão, e de mapear o mercado na área de negócio da marca que aqui é tratada. Neste estudo percebeu-se que vários significados e simbologias históricas estão presentes na identidade visual, reforçando assim a ligação das marcas com a sua origem. Os conceitos que se destacam no ADN destas marcas são a qualidade, tradição, elegância e todos os elementos do sistema de identidade visual remetem para esses conceitos. Depois do mapeamento do mercado e da recolha de dados relevantes, é possível renovar MACIEIRA, de forma a que se enquadre no mercado a que pertence, mas também a que consiga diferenciar-se dos concorrentes, tornando-a uma marca atual e de qualidade.
This research project focuses on the rebranding of a Portuguese brandy brand - Macieira. It aims to expand knowledge in the area of branding, in the process of recovery and creation of identities, and to study the importance of the design and advertising of the promotion processes. Answering thus the research question "How to revive an aged brandy brand, without losing its connection to its origin?". In order to achieve the success of this investigation, several methodologies were used. First, a theoretical framework was developed with bibliographic analyzes of the concepts related to research (design and advertising, visual identity and branding). Then, case studies of Portuguese spirits brands were carried out, with the objective of establishing parallels with a theoretical component and even with the brand in question and mapping the market in the business area of the brand that is treated here. In this specific study it is stated that several historical meanings and symbologies are present in the visual identity, thus reinforcing the connection of the brands with their origin. The concepts that stand out in the DNA these brands are of quality, tradition and elegance, and all elements of the visual identity system refer to these concepts. After mapping the market and indicating relevant data, it is possible to renew MACIEIRA, so that it fits the market to which it belongs, but also that it can differentiate itself from its competitors, becoming a current and quality brand.
This research project focuses on the rebranding of a Portuguese brandy brand - Macieira. It aims to expand knowledge in the area of branding, in the process of recovery and creation of identities, and to study the importance of the design and advertising of the promotion processes. Answering thus the research question "How to revive an aged brandy brand, without losing its connection to its origin?". In order to achieve the success of this investigation, several methodologies were used. First, a theoretical framework was developed with bibliographic analyzes of the concepts related to research (design and advertising, visual identity and branding). Then, case studies of Portuguese spirits brands were carried out, with the objective of establishing parallels with a theoretical component and even with the brand in question and mapping the market in the business area of the brand that is treated here. In this specific study it is stated that several historical meanings and symbologies are present in the visual identity, thus reinforcing the connection of the brands with their origin. The concepts that stand out in the DNA these brands are of quality, tradition and elegance, and all elements of the visual identity system refer to these concepts. After mapping the market and indicating relevant data, it is possible to renew MACIEIRA, so that it fits the market to which it belongs, but also that it can differentiate itself from its competitors, becoming a current and quality brand.
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Keywords
Design visual Publicidade Brandys portugueses