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Please use this identifier to cite or link to this item:
http://hdl.handle.net/10174/34128
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Title: | A Brand Argument Driven Through Art and Schematics. Designing New Perspectives to Transform and Empower the Neighborhood |
Authors: | Raposo, Daniel Silva, José Berbel, Noemy Maravillas, Diaz Neves, João Martins, Nuno Brandão, Daniel |
Editors: | Rebelo, Francisco |
Keywords: | Re-Habitar el Barrio Conceptual brand model Brand argument Branding Art Art Infusion Place branding Visual Thinking and schematics |
Issue Date: | 2021 |
Publisher: | Springer International Publishing |
Citation: | Raposo, D. et al. (2021). A Brand Argument Driven Through Art and Schematics. Designing New Perspectives to Transform and Empower the Neighborhood. In: Rebelo, F. (eds) Advances in Ergonomics in Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-030-79760-7_8 |
Abstract: | The interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the place, concretely to present a conceptual model which correlates artistic activities developed in a neighborhood with Branding Art and Art Infusion concepts taking into account the reinforcement of the current place brand strategy. The article is based on the literature review and in explanatory Case Study, using results from the project “Re-Habitar el Barrio: Procesos de Transformación y Empoderamiento entre Universidad-Escuela-Sociedad a través de Prácticas Artísticas”. The use of the schemes makes possible to visualize and share abstract concepts and value data in a participatory group way, detecting the best ways to facilitate communication and mediate interaction between people and territory. The results consist of defining a brand argument and defining its conceptual model, making use of the schematics as a way of visualizing abstract concepts. |
URI: | http://hdl.handle.net/10174/34128 |
Type: | bookPart |
Appears in Collections: | VIS - Publicações - Capítulos de Livros
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