1 resultado para brand equity
em Portal de Revistas Científicas Complutenses - Espanha
Filtro por publicador
- Repository Napier (1)
- Aberystwyth University Repository - Reino Unido (1)
- AMS Tesi di Dottorato - Alm@DL - Università di Bologna (3)
- AMS Tesi di Laurea - Alm@DL - Università di Bologna (2)
- Aquatic Commons (2)
- ArchiMeD - Elektronische Publikationen der Universität Mainz - Alemanha (1)
- Archive of European Integration (1)
- Archivo Digital para la Docencia y la Investigación - Repositorio Institucional de la Universidad del País Vasco (4)
- Aston University Research Archive (13)
- B-Digital - Universidade Fernando Pessoa - Portugal (1)
- Biblioteca de Teses e Dissertações da USP (1)
- Biblioteca Digital - Universidad Icesi - Colombia (1)
- Biblioteca Digital da Produção Intelectual da Universidade de São Paulo (4)
- Biblioteca Digital de Teses e Dissertações Eletrônicas da UERJ (2)
- BORIS: Bern Open Repository and Information System - Berna - Suiça (28)
- Boston University Digital Common (1)
- Brock University, Canada (4)
- Cambridge University Engineering Department Publications Database (5)
- CentAUR: Central Archive University of Reading - UK (76)
- Chapman University Digital Commons - CA - USA (3)
- Cochin University of Science & Technology (CUSAT), India (3)
- Comissão Econômica para a América Latina e o Caribe (CEPAL) (76)
- CORA - Cork Open Research Archive - University College Cork - Ireland (1)
- Dalarna University College Electronic Archive (3)
- Deakin Research Online - Australia (260)
- DI-fusion - The institutional repository of Université Libre de Bruxelles (1)
- Digital Commons at Florida International University (3)
- Digital Peer Publishing (1)
- DigitalCommons@The Texas Medical Center (1)
- DigitalCommons@University of Nebraska - Lincoln (2)
- Doria (National Library of Finland DSpace Services) - National Library of Finland, Finland (1)
- Duke University (3)
- eResearch Archive - Queensland Department of Agriculture; Fisheries and Forestry (1)
- Greenwich Academic Literature Archive - UK (7)
- Helda - Digital Repository of University of Helsinki (18)
- Instituto Politécnico de Leiria (5)
- Instituto Politécnico do Porto, Portugal (3)
- Instituto Superior de Psicologia Aplicada - Lisboa (1)
- Lume - Repositório Digital da Universidade Federal do Rio Grande do Sul (5)
- Ministerio de Cultura, Spain (5)
- Portal de Revistas Científicas Complutenses - Espanha (1)
- QUB Research Portal - Research Directory and Institutional Repository for Queen's University Belfast (44)
- Queensland University of Technology - ePrints Archive (153)
- RCAAP - Repositório Científico de Acesso Aberto de Portugal (2)
- RDBU - Repositório Digital da Biblioteca da Unisinos (3)
- Repositório Científico da Universidade de Évora - Portugal (3)
- Repositório Científico do Instituto Politécnico de Lisboa - Portugal (5)
- Repositório digital da Fundação Getúlio Vargas - FGV (88)
- Repositório Digital da Universidade Municipal de São Caetano do Sul - USCS (1)
- Repositório Institucional da Universidade de Aveiro - Portugal (1)
- Repositório Institucional UNESP - Universidade Estadual Paulista "Julio de Mesquita Filho" (3)
- Research Open Access Repository of the University of East London. (2)
- RUN (Repositório da Universidade Nova de Lisboa) - FCT (Faculdade de Cienecias e Technologia), Universidade Nova de Lisboa (UNL), Portugal (49)
- SAPIENTIA - Universidade do Algarve - Portugal (1)
- The Scholarly Commons | School of Hotel Administration; Cornell University Research (1)
- Universidad de Alicante (1)
- Universidad del Rosario, Colombia (21)
- Universitat de Girona, Spain (1)
- Université de Lausanne, Switzerland (2)
- Université de Montréal, Canada (3)
- University of Queensland eSpace - Australia (8)
- University of Southampton, United Kingdom (9)
- WestminsterResearch - UK (2)
Resumo:
This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the construction of an original logo consistent with a company’s image.