O ENVOLVIMENTO DA MARCA COMO MÍDIA NO PROCESSO DE COMUNICAÇÃO DA MARCA DE CIDADE
Media is a system that transports and stores information. The brand is a symbol that identifies a product or service. Both, being symbolic systems, are infused with information. This research was guided by the question 'what is the role of the brand as a media in the process of communication of the city brand?', aiming to describe the involvement of the brand as media in that process. A Theoretical-bibliographic research was developed in specialized databases and websites. It could be observed that the brand, in the same way as the media, carries the information that constitutes it. It is possible to affirm that one of the functions of the brand is the transport and storage of information about its institution of origin, more precisely in this context, about the city, for the people who live there or consume it somehow.
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