Branding: processo e projeto de identidade da marca

Abstract

This Course Conclusion Paper aims to disseminate knowledge about branding, gathering compilations of authors who study this management tool so that we understand how it really is. We understand how branding is interdisciplinary, involving areas such as design, marketing, advertising and public relations; works on strategic and innovative issues to keep the brand alive in the marketplace. In addition, we put theoretical learning into practice by creating a new brand for a branding design agency following Alina Wheeler's methodology, which divides the process of developing brand identity into five steps. The main objective of this TCC is to project the entire visual identity of the brand, that is, name, logo, stationery, ID manual, as well as promotional pieces that must understand the most varied media (print, audiovisual, social media, alternative media). and promotional material). We discuss each step of the process, so anyone reading this book will feel part of the project and understand the complexity of branding — from its essence to its outreach.