This essay was developed as the final stage of the Master Degree in Creative Industries Management at the Universidade Católica Portuguesa’s School of Arts, and it was written based on the curricular internship that took place at the brand consultancy firm Superunion, in its office in Madrid. The meaning of the word brand is constantly evolving, nowadays, a brand carries several meanings, emotions and values, that helps us connect and make decisions. The process of developing a brand can take many shapes and dimensions, and this essay has the goal of investigate which are the fundamental steps that build this process. The essay presents both a theorical and a practical approach to the branding process, as well as a description of the tasks performed during the curricular internship, those being described according to the steps of the ongoing project.
|Date of Award
|21 May 2021
- Universidade Católica Portuguesa
|Luís Teixeira (Supervisor)
- Brand consultancy
- Mestrado em Gestão de Indústrias Criativas