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2021 | OriginalPaper | Buchkapitel

Benchmarking and Rebranding a Handcraft Brand

verfasst von : Sérgio Dominique-Ferreira, Andreia Roque, Catherine Prentice

Erschienen in: Perspectives on Design and Digital Communication II

Verlag: Springer International Publishing

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Abstract

Brand management is a complex and dynamic process, playing an important role in the competitiveness of companies. The main purpose of this work was to carry out a benchmarking and develop the rebranding of a Portuguese handicraft brand to improve its attractiveness. In order to achieve this goal, authors applied a mixed-model research design, combining a synchronized approach of marketing and design principles. The results obtained show that the proposed methodology is appropriate for a rebranding process. Accordingly, the marketing mix and the visual identity of the brand received several updates.

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Titel: Benchmarking and Rebranding a Handcraft Brand
verfasst von: Sérgio Dominique-Ferreira
Andreia Roque
Catherine Prentice
Verlag: Springer International Publishing
Buch: Perspectives on Design and Digital Communication II
Print ISBN: 978-3-030-75866-0

Electronic ISBN: 978-3-030-75867-7

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-75867-7_23

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