naming: a estratégia do branding na construção da marca
DESCRIPTION
Luciano Urizzi - Palestra - Digi.Com 2014TRANSCRIPT
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a estratégia do Branding
na construção da marca.
Naming:
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Alinhando conceitos
Naming, quer dizer...
O que o design tem a ver com isso?
Dá um exemplo?
Tem como mostrar, na prática?
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Por que estou aqui?
esclarecimento1º
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Magno Studio
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esclarecimento2º
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Vamos pensar!
Qual é a funçãodo design?
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esclarecimento3º
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como?
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Imagem de marca
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pressuposto1º
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pressuposto1º
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É preciso tornar-se“visível” para o consumidor
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como?de novo,
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Identidade
Posicionamento
MktMix
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design
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pressuposto2º
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![Page 30: Naming: A estratégia do branding na construção da marca](https://reader031.vdocuments.com.br/reader031/viewer/2022013110/5479f10ab4af9fb4158b4956/html5/thumbnails/30.jpg)
Tá! Mas eu vim aqui pra
saber de naming!só que não...
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Aristóteles
a palavra faladaé a impressão da alma
a palavra escritaé o símbolo daspalavras faladas
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Estudante de hotelaria. Paulista, 26 anos. João Carlos Arauto Dias
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Escriturária contábil. Mineira, mãe do Caio e do Luca.
Ana Beatriz Almeida
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Metalúrgico. Carioca, 22 anos,primo da Maria Cecília.
Rafael Sanches
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Professora de inglês. Paulista,namorada do Claudio Cerqueira.
Patrícia Sanches
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Estudante de hotelaria. Paulista, 26 anos. João Carlos Arauto Dias
Joca
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Escriturária contábil. Mineira, mãe do Caio e do Luca.
Ana Beatriz Almeida
Bia
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Metalúrgico. Carioca, 22 anos,primo da Maria Cecília.
Rafael Sanches
Rafa
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Professora de inglês. Paulista,namorada do Claudio Cerqueira.
Patrícia Sanches
Paty
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palavrascarregam significadosevocam sensações
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é naming?
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naming...pra quê?
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Mas ondecomeçoutudo isso?
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século 19após
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tradiçãonomes fundadores
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experiêncianomes simbólicos
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hoje
relevâncianomes descritivos
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Mas o que épreciso paracriar nomes?
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naming:processo de
Você vai precisar de conhecimentode mercado, psicologia, sociologia,lingüística, semiótica, onomástica,
etimologia, gramática e um processo!
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what’s on your mind?
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semiótica gestalt psicanáliselacaniana
arquétipos
terapiajunguiana
posicionamento
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semiótica gestalt psicanáliselacaniana
arquétipos
terapiajunguiana
posicionamento
processo!
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DenotativoRacional
Informações
ConotativoSugestivo
Associações
FantasiosoEmocionalSensações
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Mas ainda nãoestá muito vago?Existem outros
critérios?
![Page 67: Naming: A estratégia do branding na construção da marca](https://reader031.vdocuments.com.br/reader031/viewer/2022013110/5479f10ab4af9fb4158b4956/html5/thumbnails/67.jpg)
07 tiposnaming
classificação
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c/8XGJa_X7$/G7WJN/a$/JWcJa78$
a7V8V77k$!/WG/c/X7$
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alfanuméricos
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referenciais ou fundadores
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acrônimos
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clássicos
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evocativos ou sugestivos
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inventados ou arbitrários
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Mas, é só isso?Tem algum outro
critério?
![Page 78: Naming: A estratégia do branding na construção da marca](https://reader031.vdocuments.com.br/reader031/viewer/2022013110/5479f10ab4af9fb4158b4956/html5/thumbnails/78.jpg)
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Mas comose inicia oprocesso?
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Q$ Q$
Tem comodar um exemplomais prático?
![Page 91: Naming: A estratégia do branding na construção da marca](https://reader031.vdocuments.com.br/reader031/viewer/2022013110/5479f10ab4af9fb4158b4956/html5/thumbnails/91.jpg)
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Take care to get born well
George Bernard Shaw
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Luciano Urizzi