BRANDING E INTERAÇÃO: A EXPERIÊNCIA COMO IDENTIDADE CORPORATIVA

Abstract

This paper proposes a study on new practices of corporate identity management in postmodern era. From a literature review on branding and its evolution, we identify some trends that characterize postmodern corporate identities and follow, then, to a case study of Sonae brand. From the introduction of interactive stimuli in its corporate identity, Sonae has strengthened its relationship with the public. Sonae abandoned a traditional brand representation through the development of a simple static visual language and created an interactive logotype. Having as main objective the strategic reorganization of the company, this approach presents a new opportunity for interacting and generating emotional response with customer.

Index Terms - Branding, customer experience, corporate identity, post-modernity.