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.
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Funding
The authors are grateful to the Foundation for Science and Technology (FCT, Portugal) for financial support by national funds FCT/MCTES to UNIAG (UIDB/04752/2020).
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Dominique-Ferreira, S., Roque, A., Prentice, C. (2021). Benchmarking and Rebranding a Handcraft Brand. In: Martins, N., Brandão, D., Moreira da Silva, F. (eds) Perspectives on Design and Digital Communication II. Springer Series in Design and Innovation , vol 14. Springer, Cham. https://doi.org/10.1007/978-3-030-75867-7_23
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