Brand triangle model to avoid branding myopia
This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the ident...
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| Formato: | workingPaper |
| Idioma: | eng |
| Publicado em: |
2014
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| Texto completo: | http://hdl.handle.net/10400.14/14526 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/14526 |