nomemarca
TRANSCRIPT
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Posicionamento Nome
MarcaIdentidadeGrá�ca
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REVISÃO POSICIONAMENTO
Nome
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ISOLADO
AUTOMÓVEL
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conjunto
AUTO = próprio (grego)MÓVEL = movimento (latin)
AUTO MOVIMENTO
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COSTA AZULBRILHANTE
NOMES ÓBVIOS
ALTA ASSOCIAÇÃO
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APLICAR NOME
CRIAR SENTIDO
BAIXA ASSOCIAÇÃO
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LEILA MALOUF
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COMO ASSOCIAR O NOMECOM PRODUTO/SERVIÇO
SEM GASTOS C/ COMUNICAÇÃO
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NOME CERTO?
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NÃO CANSA
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FÁCIL DE DIZER
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FÁCIL DE MEMORIZAR
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ATEMPORAL
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NÃO CANSAFÁCIL DE DIZERFÁCIL DE MEMORIZARATEMPORAL
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SEU SOM TEM RITMO
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FACILITA EXTENSÕESDA MARCA
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OS MITOS DE DAR NOMES
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‘‘FÁCIL’’ COMO DAR NOME AO BB
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ANALISADOTESTADOVENDIDOAPROVADO
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QUALIDADESDE UM NOME EFICAZ
SIGNIFICATIVODIFERENCIADORORIENTADO PARA FUTUROMODULARPODE SER PROTEGIDOPOSITIVOVISÍVEL
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SIGNIFICATIVOCOMUNICA ALGO SOBRE A ESSÊNCIA DA MARCA
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DIFERENCIADORÉ ÚNICO. COMO É FÁCIL DE LEMBRAR,PRONUNCIAR E SOLETRAR
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FUTUROPOSICIONA A EMPRESA PARA CRESCIMENTO,MUDANÇAS E SUCESSO.
ORIENTADO PARA O
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MODULARPERMITE A EMPRESA CONSTRUIR EXTENSÕESDA MARCA COM FACILIDADE.
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PROTEGIDOREGISTRADO COMO PROPRIEDADE.
PODE SER
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US 1,03 BILHÃO
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POSITIVOTEM CONOTAÇÕES POSITIVAS NO MERCADO.SEM CONOTAÇÕES NEGATIVAS.
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WCTURISMO
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VISÍVELAPRESENTAÇÃO GRÁFICA EM LOGOTIPOTEXTO E ARQUITETURA DA MARCA.
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TIPOSDE NOMES
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FUNDADOR+FÁCIL DE PROTEGER- EGO- PRESO SER HUMANO REAL
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LEILA MALOUF
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DESCRITIVO+FÁCIL DE ENTENDER- SE TORNA LIMITADOR AO CRESCER
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FABRICADO+FÁCIL DE REGISTRAR LEGALMENTE- ESFORÇO PARA INSTRUIR SOBRE MERCADO QUE ATUA
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METÁFORACOISAS, LUGARES, PESSOAS, ANIMAIS,NOMES MITOLÓGICOS
+CONTAM UMA BOA HISTÓRIA
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ACRÔNIMOSIGLA OU PALAVRA COM INICIAS DE LETRAS
- EXIGEM ALTO INVESTIMENTO EM PROPAGANDA
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PALAVRASMÁGICASALTERAM ORTOGRAFIA DAS PALAVRASPARA CRIAR NOME DIFERENTE E REGISTRÁVEL
+ FACILIDADE NO REGISTRO
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TAGLINESSLOGANSGRITO DE GUERRA - GERAR AÇÃO
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CURTODIFERENCIADOÚNICOCAPTURA ESSÊNCIAFÁCIL DIZER - LEMBRARSEM CONOTAÇÕES -TIPOGRAFIA PEQUENAPROTEGIDO E REGISTRADO
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EVOCARESPOSTA EMOCIONAL
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CRUZAMENTO DE CULTURASPRESTE ATENÇÃO
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CRUZAMENTO DE CULTURAS
CONOTAÇÕES NÃO INTENCIONAISEM OUTROS IDIOMAS
CHEVROLET NOVA NÃO ANDA
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CRUZAMENTO DE CULTURAS
COR BRANCA > LUTO
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REFERÊNCIA BIBLIOGRÁFICA
DESIGN DE IDENTIDADEDA MARCA
ALINA WHEELER
ED. BOOKMAN