MARCA: UMA METODOLOGIA PARA AVALIAR O DESENHO E SEUS IMPACTOS

Abstract

The process of creating brands is developed bya multidisciplinary team of skilled professionals. Communication,marketing, naming and design are some of the fieldsinfluencing any brand identity. Aggregating agent of multiplesensibilities, the Designer crafts relations among allconcepts that gain visibility in the arguments he defends.Leadership is his standpoint. And yet the Designer is oftenunderestimated due to his “doing” rather than “justifying”.A methodology to strengthen, differentiate, and judge theDesigner’s brand communication power has been built up.Collect and codify target audience points of reference,generate a data source, scrutinize, interpret results and setup the final arguments are interactive parts of his groundwork.In other words, to know what the brand consumersgrasp and hope to find in a brand may reinforce itscomprehension, impact and competitiveness in the markets,thereby contributing to strengthen the Designer’s argumentsface to other experts within institutional communication.Index Terms ⎯ Brand, design, methodology, evaluation,institutional communication.