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A Brand Argument Driven Through Art and Schematics. Designing New Perspectives to Transform and Empower the Neighborhood

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Advances in Ergonomics in Design (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 261))

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Abstract

The interaction between Art and Branding has occurred in various contexts, for reputation purposes, through all communication media, for the purposes of persuasion, promotion, symbolism or secondary associations, impacting on social and cognitive levels. The scope of this article is to correlate Branding Art and Art Infusion with the spirit of the place, concretely to present a conceptual model which correlates artistic activities developed in a neighborhood with Branding Art and Art Infusion concepts taking into account the reinforcement of the current place brand strategy. The article is based on the literature review and in explanatory Case Study, using results from the project “Re-Habitar el Barrio: Procesos de Transformación y Empoderamiento entre Universidad-Escuela-Sociedad a través de Prácticas Artísticas”. The use of the schemes makes possible to visualize and share abstract concepts and value data in a participatory group way, detecting the best ways to facilitate communication and mediate interaction between people and territory. The results consist of defining a brand argument and defining its conceptual model, making use of the schematics as a way of visualizing abstract concepts.

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Acknowledgments

This study was conducted in accordance with the recommendations of the Research Ethics Committee of the University of the Balearic Islands (authorisation no. 95CER18). This work is part of the research project <EDU2017-84750-R> (MCI/AEI/FEDER, EU).

Author information

Authors and Affiliations

  1. CIAUD, Lisbon School of Architecture, Universidade de Lisboa, Rua Sá Nogueira, 1349-063, Lisboa, Portugal

    Daniel Raposo, José Silva & João Neves

  2. RETHINK, Research Group on Design for the Territory, Polytechnic Institute of Castelo Branco, Av. Pedro Álvares Cabral, nº 12, 6000-084, Castelo Branco, Portugal

    Daniel Raposo, José Silva & João Neves

  3. Universitat de Les Illes Balears, Palma, Spain

    Noemy Berbel

  4. Universidad del País Vasco, Leioa, Spain

    Maravillas Diaz

  5. Polytechnic Institute of Cavado and Ave/ID+, Vila Frescaínha S. Martinho, 4750-810, Barcelos, Portugal

    Nuno Martins

  6. CECS/Institute of Social Sciences, University of Minho, Braga, Portugal

    Daniel Brandão

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  1. Daniel Raposo
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  2. José Silva
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  3. Noemy Berbel
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  4. Maravillas Diaz
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  5. João Neves
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  7. Daniel Brandão
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Corresponding author

Correspondence to Daniel Raposo .

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  1. Faculdade de Arquitetura, Universidade de Lisboa, Lisboa, Portugal

    Francisco Rebelo

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Raposo, D. et al. (2021). A Brand Argument Driven Through Art and Schematics. Designing New Perspectives to Transform and Empower the Neighborhood. In: Rebelo, F. (eds) Advances in Ergonomics in Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-030-79760-7_8

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  • DOI: https://doi.org/10.1007/978-3-030-79760-7_8

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