Benchmarking and Rebranding a Handcraft Brand
Edited book (chapter)
Dominique-Ferreira, Sergio, Roque, Andreia and Prentice, Catherine. 2021. "Benchmarking and Rebranding a Handcraft Brand." Martins, Nuno, Brandao, Daniel and da Silva, Fernando Moreira (ed.) Perspectives on Design and Digital Communication II: Research, Innovations and Best Practices. Cham, Switzerland. Springer. pp. 351-367
| Chapter Title | Benchmarking and Rebranding a Handcraft Brand |
|---|---|
| Book Chapter Category | Edited book (chapter) |
| ERA Publisher ID | 3337 |
| Book Title | Perspectives on Design and Digital Communication II: Research, Innovations and Best Practices |
| Authors | Dominique-Ferreira, Sergio (Author), Roque, Andreia (Author) and Prentice, Catherine (Author) |
| Editors | Martins, Nuno, Brandao, Daniel and da Silva, Fernando Moreira |
| Volume | 14 |
| Page Range | 351-367 |
| Series | Springer Series in Design and Innovation |
| Number of Pages | 17 |
| Year | 2021 |
| Publisher | Springer |
| Place of Publication | Cham, Switzerland |
| ISBN | 9783030758660 |
| 9783030758677 | |
| ISSN | 2661-8184 |
| 2661-8192 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-030-75867-7_23 |
| Web Address (URL) | https://link.springer.com/chapter/10.1007/978-3-030-75867-7_23 |
| 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. |
| Keywords | Benchmarking; Brand identity; Branding; Design; Handicraft; Rebranding |
| ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
| 350699. Marketing not elsewhere classified | |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | Polytechnic Institute of Cavado and Ave, Portugal |
| Griffith University | |
| Journal Title | Perspectives on Design and Digital Communication II |
| Institution of Origin | University of Southern Queensland |
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https://research.usq.edu.au/item/q782q/benchmarking-and-rebranding-a-handcraft-brand
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