The Role of Design in Strategic Planning to Help Brand Management

The Role of Design in Strategic Planning to Help Brand Management

João Carlos Riccó Plácido da Silva (UNESP, Brazil), Luis Carlos Paschoarelli (UNESP, Brazil), Valeria Ramos Friso (UNESP, Brazil) and José Carlos Plácido Silva (UNESP, Brazil)
DOI: 10.4018/978-1-7998-3628-5.ch007
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New brands and new businesses are increasingly common in the digital world. These can be included in the market in an increasingly targeted way for a specific audience. Understand strategic planning aided by a graphic brand guide enables you to understand the stages of your planning. This type of project is suitable for professionals in the graphic area, thus the development of an effective means of communication without intervention and without prior notice. The chapter is reported to be the strategy used in the model of development. In this case it is a review of the common topics that are used in the model containing the two methods. This chapter provides a targeting of responses for projects aimed at this audience.
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Brand management has become a primary activity for companies that want to be remembered, well regarded, and especially, have their products consumed. However, failures during the planning of the management end up causing companies / products to have their time reduced and to remain in the market much less time than the intended. This research proposes the tools known as Strategic Planning to avoid problems that may appear in the development of a graphic project, allowing the control and direction of the products in an effective way. It shows that the Designer, because it acts in the transversally of knowledge, is the professional that has the characteristics required to adapt and integrate the various stages of the project to the existing scenario, making this activity very efficient and effective.

Increased competitiveness among companies, especially in a globalized world, coupled with the need to align internal and external communication with proposals that integrate efforts in the search for symbols that convey the concepts and values of a product or enterprise, makes the brand a of the main agents of the process, where an efficient and correct brand management allows the differentiation and product evidence to be established so that consumers can make their choices with discernment, freedom and autonomy. In order to achieve this, and in view of the reality, brand developers and managers have to establish an aggressive and risky posture, in order to make possible the notoriety required in the face of new challenges.

Companies have been increasingly concerned with the social impacts caused by their brands and as they position themselves in front of the problems of the contemporary world, their consumers want brands that carry out social actions, that is, they are involved with the development of society and their well-being, these concerns will have a positive impact on the target audience. Companies can expand their reach and their loyalty with customers by betting on social responsibility, for example, if it does not pollute, if it contributes to society, if it sponsors social projects, thus becoming a pride on the part of its employees who assist and expand their positive functions together with the market. (ILHA, 2018)

In general, brands are developed and designed to integrate into the market in a broad way, linking to their image all the values, quality and competence of those who launched it. However, several companies end up not considering how preponderant the role they play in this scenario, being significant and determinant in the market competition. With the advancement of communication techniques and the emergence of new media observed changes in ways to develop and interact with brands. At the beginning of this process they contained few colors, in order to facilitate and reduce the costs of application. Nowadays, with the facilities and the low costs that have brought the new technologies, a different vision for the development and the management of the brand has been established, since, in addition to the printed media, it has easy access to the flashy digital media, which currently dominate the market.

Graphic design has evolved at a rapid pace over the years, from its recognition as commercial art to its current position as a discipline that addresses several other specialties. One of these specialties is identity design, whose main function is to create graphic brands that serve to identify a service, product or organization. According to Rabaça and Barbosa (1978), over time, the stylistic simplification of forms made it possible to form emblems, which no longer have a direct relationship with their characteristics or representativeness. The main objective was to provoke the immediate identification of the institution or product for which it was intended.

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