Resumo: Este artigo visa demonstrar a importância e necessidade da implementação de estudos referentes a experiência do usuário, inovação e branding em lojas físicas. Devido ao notável crescimento do mercado online atrelado a uma mudança no comportamento do consumidor atual, agora mais exigente e dinâmico, nota-se o aumento da preocupação em transmitir novas e memoráveis experiências […]

Abstract: This article seeks to contextualize and conceptualize place branding and examines the opportunities for a successful brand for the city of Florianopolis as a center of innovation, mapping a route to be promoted through branding strategies. The objective of this research is to discover the strengths, opportunities, weaknesses and threats to the brand through a […]

Abstract: By exploring the relationship between cultural studies and branding practices this paper seeks to present ethnographic research participation in construction and disclosure of brands. Recent works seem to agree that, in order to successfully develop their own pattern and their own cultural significance, companies must invest in research that seek in culture the answers […]