Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con ...

Considerando a possibilidade de construir marcas mais valiosas por meio do branding experiencial, este trabalho aborda a “Experiência de marca”, contextualizada como respostas sensoriais, afetivas, cognitivas, sociais e ...

The present investigation is a descriptive and longitudinal bibliometric study that aims to be a source of detailed and systematized information about the scientific production of brand personality between the years 1995 ...

Sonic branding is the strategic use of sound to communicate the identity and values of a brand in the different touch points with its publics. The objective of this study is to determine which brand personality traits and ...

This paper proposes a constuction and management brand plan for independent professionals. Thus, it sought to understand the brand role in marketing strategies and the branding process development nowadays. At first, were ...

Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such messaging is largely text based and provides an opportunity for brands to interact ...

The present work consists in the elaboration of an experimental project with the objective of creating a creative stationery brand, based on personal motivations and presented in a delicate and affectionate aesthetic. As ...

In recent years, it has been seen that brands have opted to implement chatbots as part of their digital customer service channels, especially since they can be hosted on social networks such as Facebook Messenger and ...