Dezembro 2022 vol. 10 num. 5 - 14º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design

Artigo - Open Access.

Idioma principal | Segundo idioma

O conhecimento organizacional visto partir da gestão pelo design para proporcionar o alinhamento do branding no varejo de moda omnicanal

Organizational knowledge based on management through design to provide branding alignment in omnichannel fashion retail

DE OLIVEIRA, Alessandra Raulino ; DE MAGALHÃES, Cláudio Freitas ;

Artigo:

O conhecimento (ou reconhecimento) da marca é conceituado de acordo com um modelo de memória associativa e ocorre quando o consumidor está familiarizado com a marca tendo em mente um conjunto de associações favoráveis. O alinhamento das estratégias de branding garante que as premissas do posicionamento da marca sejam identificadas pelo cliente e seu desalinhamento pode gerar desconexão. Partindo-se da revisão de um referencial teórico multidisciplinar este artigo objetiva  identificar o papel da gestão pelo design na integração de canais  para uma melhor experiência de marca, analisando as características do conhecimento a ser desenvolvido pela empresa ou profissional de Branding, para lidar com a crescente diversificação de canais. Inicia-se assim um ensaio sobre a criação do conhecimento organizacional transdisciplinar baseado nas diferentes práticas de design garantindo a transformação contínua desse conhecimento para a manutenção de uma política de branding.

Artigo:

Brand awareness (or recognition) is conceptualized according to an associative memory model and occurs when the consumer is familiar with the brand having in mind a set of favorable associations. The alignment of branding strategies ensures that the premises of the brand positioning are identified by the customer, and its misalignment can generate disconnection. Based on the review of a multidiscipli nary theoretical reference, this article aims to identify the role of design management in the integration of channels for a better brand experience, analyzing the characteristics of the knowledge to be developed by the company or branding professional in order to deal with the growing diversification of channels. Thus initiates an essay on the creation of transdisciplinary organizational knowledge based on the different design practices and ensuring the continuous transformation of this knowledge for the maintenance of a branding policy.

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Palavras-chave: gestão pelo design; conhecimento organizacional omnicanal; transdisciplinaridade.,

Palavras-chave: design management; omnichannel organizational knowledge; transdisciplinarity.,

DOI: 10.5151/ped2022-6213375

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Como citar:

DE OLIVEIRA, Alessandra Raulino; DE MAGALHÃES, Cláudio Freitas; "O conhecimento organizacional visto partir da gestão pelo design para proporcionar o alinhamento do branding no varejo de moda omnicanal", p. 6999-7017 . In: Anais do 14º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design. São Paulo: Blucher, 2022.
ISSN 2318-6968, DOI 10.5151/ped2022-6213375

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