From identity into brand visual identity : finding and defining the intangible brand DNA
Daniel Raposo (Polytechnic Institute of Castelo Branco, Portugal & CIAUD, Lisbon School of Architecture, Universidade de Lisboa, Portugal), Fernando Oliveira (IADE, Universidade Europeia, Portugal & Unidade de Investigação em Design e Comunicação, Portugal) and Luís Farinha
| Year of publication: |
2020
|
|---|---|
| Authors: | Raposo, Daniel ; Oliveira, Fernando ; Farinha, Luís M. Carmo |
| Published in: |
Handbook of research on driving industrial competitiveness with innovative design principles. - Hershey, PA : IGI Global, Business Science Reference, ISBN 978-1-7998-3628-5. - 2020, p. 66-85
|
| Subject: | Markenführung | Brand management | Unternehmenskultur | Corporate culture |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/978-1-7998-3628-5.ch005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012263744