tag:blogger.com,1999:blog-91533581494012328622024-03-18T20:21:29.439-07:00Naming Blog sobre teoria e prática do Naming, como técnica criativa.Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.comBlogger83125tag:blogger.com,1999:blog-9153358149401232862.post-22915915373540115522020-03-08T16:52:00.001-07:002020-03-08T16:52:18.334-07:00hangs dasz = nada<div style="background-color: white; border: 0px; clear: none; color: #1b1b1b; line-height: 1.47em; margin-bottom: 25px; margin-left: auto; margin-right: auto; max-width: 628px; outline: 0px; padding: 0px;">
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="border: 0px; margin: 0px; outline: 0px; padding: 0px;">Reuben Mattus </span>nomeou sua marca de sorvetes homenageando a Dinamarca mas o nome, na verdade, não tem nenhum significado.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Para Mattus, a Dinamarca foi o único país que salvou judeus durante a Segunda Guerra Mundial. Häagen-Dazs não significa nada. Mattus apenas achou que chamaria a atenção, especialmente com o trema. </span></div>
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<span style="line-height: 1.47em; text-indent: 1cm;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; color: #262626; line-height: 1.47em; text-indent: 1cm;"><span style="font-family: Arial, Helvetica, sans-serif;">Häagen-Dazs, é então, um nome com inspiração e
aparência dinamarquesa, não tem qualquer significado, a não ser soar como um
produto nórdico e não americano, como realmente é. </span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">A marca Häagen Dazs é o exemplo clássico de uma estratégia com
características de simulação. Através de seus aspectos morfológicos e semânticos
(trema, vogais dobradas, consoantes em sequência) aparenta ser um nome toponímico, para trazer um
posicionamento nórdico a uma marca, que na verdade é americana. </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">O nome Häagen
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<span style="font-family: Arial, Helvetica, sans-serif;">Ela
não quer dizer nada, em nenhuma língua. Ela não significa nada, mas comunica. E
como opera especificamente o micro-discurso da marca na estetização da mercadoria. É o
signo pelo signo.</span><span style="font-family: roboto, sans-serif; font-size: 1.9em;"><o:p></o:p></span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-87968862464562273132020-03-02T16:50:00.001-08:002020-03-02T16:53:09.776-08:00Um bom nome precisa ser dito<div style="background-color: white; border: 0px; clear: none; color: #1b1b1b; font-family: roboto, sans-serif; line-height: 1.47em; margin-bottom: 25px; margin-left: auto; margin-right: auto; max-width: 628px; outline: 0px; padding: 0px;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAFkP4Z-GqXbEI91ZZWKcJALH8XMFeAh1bntCRTaScjouGnaa4hFdnUOHTxmIYpmQ4HmIyHdxD_dFi9MQTawbXv_On0XlHZPar20dlGytzGMcSdHB-CpkvOd7hgTdW0vLPYUnDVpEXYUwD/s1600/goo.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="168" data-original-width="299" height="112" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAFkP4Z-GqXbEI91ZZWKcJALH8XMFeAh1bntCRTaScjouGnaa4hFdnUOHTxmIYpmQ4HmIyHdxD_dFi9MQTawbXv_On0XlHZPar20dlGytzGMcSdHB-CpkvOd7hgTdW0vLPYUnDVpEXYUwD/s200/goo.jpeg" width="200" /></a></div>
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<span style="line-height: 1.47em;">Um bom nome precisa ser lido e bem pronunciado, do contrário, ele vai ser chamado da maneira mais fácil.</span></div>
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O nome do gigante da internet surgiu de uma sessão de brainstorm na Universidade de Stanford. Naquela época, seu fundador já esboçava ideias para um site de dados em massa, em conjunto com outros estudantes de graduação.</div>
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Uma das sugestões para o nome foi “Googolplex”, um dos maiores números descrevíveis. </div>
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O nome veio depois de um dos estudantes acidentalmente errar a grafia da palavra. <span style="line-height: 1.47em;">Decidiu-se então, registrar a companhia com esse nome mesmo.</span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-78514874916655953982020-02-25T12:02:00.005-08:002020-02-25T12:05:22.111-08:00Como uma Deusa....<div style="background-color: white; border: 0px; clear: none; color: #1b1b1b; font-family: roboto, sans-serif; line-height: 1.47em; margin-bottom: 25px; margin-left: auto; margin-right: auto; max-width: 628px; outline: 0px; padding: 0px;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiegEsGbqYkBwzvC75Y4wl9tlPHs6Q2ncWDeHICX6lHDG9wQ8KD-wCQm1n8NbOBy2NH2YydnWfAlVTFZZm5WQg2LvmhZCUumVIvLa44w65totuEFUjhMhqCkJkqGdXU1VgWtw7jTrn5VUCq/s1600/Nike.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="177" data-original-width="284" height="124" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiegEsGbqYkBwzvC75Y4wl9tlPHs6Q2ncWDeHICX6lHDG9wQ8KD-wCQm1n8NbOBy2NH2YydnWfAlVTFZZm5WQg2LvmhZCUumVIvLa44w65totuEFUjhMhqCkJkqGdXU1VgWtw7jTrn5VUCq/s200/Nike.png" width="200" /></a></div>
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<span style="line-height: 1.47em;">Nike ou Níkē, em grego, e Nice, em português, era uma deusa que personificava a vitória, a força e a velocidade. </span></div>
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A marca se inspirou na imagem de bronze de Nice que se encontra no Museu do Louvre, em Paris e seu símbolo se assemelha a uma asa. </div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-6027750034667020892020-01-23T10:57:00.002-08:002020-02-26T13:51:51.796-08:00Amazon, um nome toponímico para uma marca que está no mundo todo.<div style="background-color: white; border: 0px; clear: none; color: #1b1b1b; font-family: roboto, sans-serif; line-height: 1.47em; margin-bottom: 25px; margin-left: auto; margin-right: auto; max-width: 628px; outline: 0px; padding: 0px;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrUGFn0qlvOijNhwsxP6hh-nuYCvjzS4dUdupUWlIYJ0U4N3iBwgJ4O0MG70gdTgtlVPvMqDHm8D1uQd4Sf44-JHqj8LHfeZsAN-sfVqSH1tRO-4Grb2eCu9PimYoqkMDP5pwxnJVOUNjf/s1600/amazon.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="183" data-original-width="275" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgrUGFn0qlvOijNhwsxP6hh-nuYCvjzS4dUdupUWlIYJ0U4N3iBwgJ4O0MG70gdTgtlVPvMqDHm8D1uQd4Sf44-JHqj8LHfeZsAN-sfVqSH1tRO-4Grb2eCu9PimYoqkMDP5pwxnJVOUNjf/s200/amazon.png" width="200" /></a></div>
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<span style="line-height: 1.47em;">Primeiro, Amazon se chamaria Cadabra, mas o advogado da empresa convenceu seu fundador, Bezos, de que o nome era muito similar a “cadáver”, o que não era uma boa ideia. Ou seja, ele fez um Disaster Check.</span></div>
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Por fim, o CEO acabou escolhendo o nome “Amazon” - Amazonas, em português - apenas para homenagem ao maior rio do planeta. </div>
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Ou seja, um nome toponímico.</div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-79146993336256370222020-01-22T04:48:00.004-08:002020-01-23T10:59:33.729-08:00Pepsi tem origem na indigestão<div class="separator" style="clear: both; text-align: center;">
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<span style="font-size: x-small; font-weight: normal;"><span style="color: #1b1b1b; line-height: 1.47em; text-align: justify;">O inventor da Pepsi,</span><span style="color: #1b1b1b; line-height: 1.47em; text-align: justify;"> </span><span style="border-image-outset: initial; border-image-repeat: initial; border-image-slice: initial; border-image-source: initial; border-image-width: initial; border: 0px; color: #1b1b1b; line-height: 1.47em; margin: 0px; outline: 0px; padding: 0px; text-align: justify;">Caleb Davis Bradham</span><span style="color: #1b1b1b; line-height: 1.47em; text-align: justify;">, queria ser médico, mas uma crise familiar o obrigou a largar a escola de medicina e se tornar farmacêutico. Ou seja, há males que vem para o bem, como é também o caso do nome Pepsi. </span></span></h2>
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<span style="font-size: x-small;">Inicialmente a bebida feita a partir de uma mistura de açúcar, água, caramelo, óleo de limão e noz moscada, <span style="line-height: 23.52px;">se chamava “Brad’s Drink”.</span><span style="line-height: 23.52px;"> </span><span style="line-height: 1.47em;">Três anos depois, Bradham decidiu dar outro nome, ao perceber que ela realmente auxiliava o processo de digestão. </span></span></div>
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<span style="font-size: x-small; line-height: 1.47em;">Pepsi-Cola, é parte da palavra “dispepsia”, que significa indigestão. Portanto, um nome Evocativo, do tipo Neográfico.</span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-36317706461777486692017-07-10T11:43:00.002-07:002017-07-10T11:45:04.872-07:00O Boticário - O nome sugestivo de uma das marcas mais amadas do Brasil<div class="separator" style="clear: both; text-align: center;">
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<span style="background-color: white; color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;"><span style="background-color: transparent;">Os nomes evocativos podem ser de três tipos: sugestivo, toponímico ou patronímico. Eles evocam características que remetem à categoria da marca.</span></span><br />
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<span style="background-color: white; color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">O Boticário é um nome evocativo do tipo sugestivo e comunica um conceito, estrategicamente pensado.</span><span style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;"> </span><br />
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<span style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">É sugestivo porque remete ao profissional especialista em fazer essências, um antigo farmacêutico, portanto, que lida com fórmula elaboradas. É um nome </span><span style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">estrategicamente </span><span style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">bem formulado pois remete à tradição, ao saber fazer, à experiência na manipulação de produtos. </span><br />
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<span style="color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">O Boticário é uma das marcas mais amadas do país e o seu nome é um dos melhores entre as marcas brasileiras.</span><br />
<span style="background-color: white; color: #222222; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;"><br /></span>Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-65835224750467620402017-06-18T17:01:00.000-07:002020-01-22T05:48:08.232-08:00Naming: como criar o nome certo para sua empresa<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimV2NqteXwCSGMDjq70moVQBUhSuJFP1Zc5eKIAzrV33qVk0Y7-ZuZ-aJTna8hH59X19TufNY06wu44T_NW0KrW2Eg7QMoHyZWCuje7Rqq9ByiDoQOh8PXXHQqzKBG75F4C3OqdXOY_zbD/s1600/icone+fanpage.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimV2NqteXwCSGMDjq70moVQBUhSuJFP1Zc5eKIAzrV33qVk0Y7-ZuZ-aJTna8hH59X19TufNY06wu44T_NW0KrW2Eg7QMoHyZWCuje7Rqq9ByiDoQOh8PXXHQqzKBG75F4C3OqdXOY_zbD/s200/icone+fanpage.jpg" width="200" /></a></div>
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O naming é 50% da comunicação da marca. O nome é o microdiscurso da marca. Ele inicia a conversa com o consumidor. O nome está no produto, nas redes sociais, na mídia online e offline em todas as experiências que o consumidor tem com a marca. É um canal de comunicação sempre aberto em todas as mídias, desde a embalagem.</div>
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Sendo o menor discurso da marca, um nome de sucesso é resultado de um processo criativo, muito mais complexo que fazer uma lista e ver se o nome é bom ou ruim.<br />
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Leva em consideração fatores estratégicos, como o propósito, posicionamento e a personalidade da marca no mercado, fatores lingüísticos e até legais, pois, afinal, é preciso registrar a marca.</div>
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Para entender um pouco sobre esse processo é crucial conhecermos alguns conceitos, características e tipos de um nome. Aqui nesse blog, você tem todas as informações que precisa para ter um nome e uma marca de sucesso. </div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-77384514549806142462017-03-31T12:20:00.002-07:002017-06-20T16:04:54.006-07:00As Pernambucanas é mesmo de Pernambuco? Ou é como as Casas Bahia?<div style="text-align: left;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI8fX7bAASwlHi16F83YUk6crtwKBdiJnu0nZrv9EmjUrXi-ZlaP76vyt56K5GK0HmMye0nM70AqTHOWBRQZk-4dFyuf6RV3vwgEeLXLOcQg8xkoCUAVNBurePKAaJPf9ZXMID8Ag59kV9/s1600/pernambucanas.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI8fX7bAASwlHi16F83YUk6crtwKBdiJnu0nZrv9EmjUrXi-ZlaP76vyt56K5GK0HmMye0nM70AqTHOWBRQZk-4dFyuf6RV3vwgEeLXLOcQg8xkoCUAVNBurePKAaJPf9ZXMID8Ag59kV9/s200/pernambucanas.png" width="200" /></a></div>
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<span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 18.48px; text-align: justify;">Herman Lundgren desembarcou no Brasil em </span><span style="line-height: 18.48px; text-align: justify;">1855</span><span style="line-height: 18.48px; text-align: justify;"> </span><span style="line-height: 18.48px; text-align: justify;">vindo da Suécia. Se estabeleceu na cidade do Recife como corretor e agente de navios. Se dedicava à importação e exportação de produtos. </span></span><span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px; text-align: justify;">Em 1904, comprou a Companhia de Tecidos Paulista, situada no pequeno povoado de Paulista, no litoral de Pernambuco, e ingressou na indústria têxtil. </span><br />
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<span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 18.48px; text-align: justify;">Com a morte de Lundgren seus filhos Herman, Frederico, Alberto e Arthur, resolveram inaugurar a primeira loja, e</span></span><span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px; text-align: justify;">m 1908, </span><span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 18.48px; text-align: justify;">com o nome de Casas Pernambucanas, uma homenagem ao estado onde o grupo havia nascido.</span><span style="line-height: 18.48px; text-align: justify;"> </span></span><span style="background-color: white; font-family: "arial" , "helvetica" , sans-serif; line-height: 20px;">Quando Lundgren adquiriu <span style="line-height: 18.48px; text-align: justify;">a Companhia Paulista de Tecidos,</span> não imaginava que o empreendimento se transformaria na principal referência do comércio varejista. </span><br />
<span lang="EN-US" style="background-color: white; text-align: justify;"><span class="Apple-style-span" style="color: #0e2750; font-family: "arial" , "helvetica" , sans-serif;"><span class="Apple-style-span" style="line-height: 24px;"><br /></span></span></span>
<span lang="EN-US" style="background-color: white; text-align: justify;"><span class="Apple-style-span" style="color: #0e2750; font-family: "arial" , "helvetica" , sans-serif;"><span class="Apple-style-span" style="line-height: 24px;">Em outra postagem aqui nesse blog, falamos que Casas Bahia é uma "homenagem" aos nordestinos que haviam se mudado na década de 70 para a região do ABC, em São Paulo, em busca de trabalho na indústria automobilística. </span></span></span><span style="background-color: white; color: #0e2750; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">Os "baianos" como eram chamados todos os nordestinos, foram percebidos por Samuel Klein. A nova loja chamada Casas Bahia</span><span style="background-color: white; color: #0e2750; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;"> aumentou a variedade de móveis e colchões - produtos demandados por quem vinha trabalhar somente com uma mala. O nome faz o seu público-alvo</span><span style="background-color: white; color: #0e2750; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;"> </span><span style="background-color: white; color: #0e2750; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">se sentir em casa.</span><br />
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<span style="background-color: white; color: #0e2750; font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">Em naming, todo nome que se refere a um lugar, é um nome toponímico, da classe dos evocativos. Evoca características de determinado local assim como Havaianas, Americanas, Ipiranga, outras marcas que já analisamos aqui.</span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-56831034217552178912017-01-20T08:41:00.003-08:002017-04-28T11:33:06.910-07:00E o nome da Brahma? Que versão você gosta mais?<div style="background: white; line-height: 18.0pt; margin-bottom: .0001pt; margin: 0cm; text-align: justify; vertical-align: baseline;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguZJpQbu0KsQ5NZV7HxkQdrDyxHf0x2d9NGh3XXjizPnR0lFtBJQWYDbnzYS6XcCcNlfqd_BQwKivWlJ9vVLiX3GWq8sltgBbmKofYKp_UoE9TnCKqFl9jkrnUQLzP-m8wxaPwnX19qFEP/s1600/brahma.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguZJpQbu0KsQ5NZV7HxkQdrDyxHf0x2d9NGh3XXjizPnR0lFtBJQWYDbnzYS6XcCcNlfqd_BQwKivWlJ9vVLiX3GWq8sltgBbmKofYKp_UoE9TnCKqFl9jkrnUQLzP-m8wxaPwnX19qFEP/s200/brahma.jpeg" width="200" /></a></div>
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<span style="line-height: 18pt;">A origem do nome da marca Brahma é um mistério. Correm por aí tem 3
versões</span><span style="line-height: 18pt;">.</span><span style="line-height: 18pt;"> </span><span style="line-height: 18pt;"> Em uma delas, o nome faz referência a um deus indiano,</span><span style="line-height: 18pt;"> o </span><span style="line-height: 18pt;">Brahma,</span><span style="line-height: 18pt;"> cultuado junto ao lago de Pushkar. Dizem que quem se banha nele têm todos os pecados perdoados.</span><span style="line-height: 18pt;"> </span><br />
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<span style="line-height: 18pt;">Em outra versão</span><span style="line-height: 18pt;">, o nome foi escolhido pelo criador da marca, o suiço </span><span style="line-height: 18pt;">Joseph Villiger, </span><span style="line-height: 18pt;">como
homenagem ao inventor da válvula de chopp, o inglês Joseph Bramah. </span><br />
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<span style="line-height: 18pt;">A terceira versão </span><span style="line-height: 18pt;">sobre a criação do nome </span><span style="line-height: 18pt;">da marca surgida no Rio de Janeiro </span><span style="line-height: 18pt;">em 1888, </span><span style="line-height: 18pt;">fala da admiração
de Villiger, seu criador, pelo compositor Johannes Brahms. Na primeira versão, o nome seria do tipo deslocado. Nas duas últimas, teríamos um nome patronímico. Que versão você gosta mais?</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-63393995027302169312016-11-16T11:01:00.003-08:002017-06-20T16:05:23.764-07:00Técnica de Naming: diminuir o nome mostra que a marca cresceu.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-CPJ_WyT8cxEeaBa8SKQ2NWFonlJqF2FDFFbj8nyJ8gcP_kgLdVQQ65kgYNRStKPyFeks77Qfdek47VmA_pDF7gr8qKYIAdm2G5bL2pF8ZeCiikpj92KvW_4MGMydesFu1w_3h9FCMy78/s1600/GPA.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="130" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-CPJ_WyT8cxEeaBa8SKQ2NWFonlJqF2FDFFbj8nyJ8gcP_kgLdVQQ65kgYNRStKPyFeks77Qfdek47VmA_pDF7gr8qKYIAdm2G5bL2pF8ZeCiikpj92KvW_4MGMydesFu1w_3h9FCMy78/s200/GPA.png" width="200" /></a></div>
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<span style="background-color: white; color: #252525; font-family: sans-serif; font-size: 14px;">O Grupo Pão de Açúcar passou a adotar a sigla GPA . O objetivo é mostrar que a atuação da empresa ampliou. Além da venda de alimentos, agora abrange marcas de segmentos diversos: Pão de Açúcar, Extra e Assaí, Casas Bahia, Ponto Frio e os sites Partiu Viagens e Barateiro. </span></div>
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<span style="background-color: white; color: #252525; font-family: sans-serif; font-size: 14px; line-height: 22.4px;">A sigla tem essa função: </span><span style="background-color: white; color: #252525; font-family: sans-serif; font-size: 14px;">encurta um nome extenso, ao fazer isso, dá a ele</span><span style="background-color: white; color: #252525; font-family: sans-serif; font-size: 14px;"> uma dimensão maior, pois a sigla conota o sentido de coletividade. Enfim, diminui o nome para mostrar que cresceu.</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-84464059392343700892016-09-11T14:25:00.001-07:002018-03-02T08:12:26.297-08:00Vivo, o nome deslocado.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgE4yne80CUXd-P8pdWlttyxE0uX0RyTCkOLzpxkF_m17H25yD2U8d1bFxilBe_nNpA2huT57jIHTmu2iD2A2I3Z_CcyJfYIxgu7j6RgUoTb4Kt7sdcVKkN1oYz-vE2pChM9-AzxvuEjP5M/s1600/vivo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="110" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgE4yne80CUXd-P8pdWlttyxE0uX0RyTCkOLzpxkF_m17H25yD2U8d1bFxilBe_nNpA2huT57jIHTmu2iD2A2I3Z_CcyJfYIxgu7j6RgUoTb4Kt7sdcVKkN1oYz-vE2pChM9-AzxvuEjP5M/s200/vivo.png" width="200" /></a></div>
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<span style="background-color: white; color: #222222; font-size: 12pt; line-height: 24px; text-align: justify;">Nos últimos 10 anos, o Brasil desenvolveu estudos em Branding e Naming. Com a chegada de grandes empresas, como a Interbrand e a Future Brand, incorporamos técnicas criativas dos seus escritórios internacionais. Agora grandes marcas são criadas aqui. </span><br />
<span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;"><br /></span><span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;">A marca Vivo foi criada em 2003 </span><span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;">pela consultoria inglesa Wolff Olins. </span><span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;">C</span><span style="color: #222222; line-height: 24px; text-align: justify;">omo o próprio nome diz, representa vida, uma atitude positiva, traduz os valores de acessibilidade e proximidade.</span><br />
<span style="color: #222222; line-height: 24px; text-align: justify;"><br /></span><span style="color: #222222; line-height: 24px; text-align: justify;">É um nome do tipo Abstrato, do tipo Deslocado pois h</span><span style="color: #222222; line-height: 24px; text-align: justify;">á um deslocamento do nome de algo relativo ao humano para um serviço de telefonia celular já</span><span style="color: #222222; line-height: 24px; text-align: justify;"> que vivo é uma característica redundante do ser que vive para comunicar o</span><span style="color: #222222; line-height: 24px; text-align: justify;"> propósito de ser uma marca mais humana e menos tecnológica.</span>Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-86887245838832313492016-07-14T12:03:00.003-07:002017-07-10T11:25:02.355-07:00Extra é mais que um mercado.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ1yGoukwps_3L1HAbhn-mHG27gscJjQGpBhfRUEKP_SPcQ-4g5Y_mxdOIpNusjdb34T6HPtY5yUJtd94qVpwix714b0eiSmcnISH2fOVXGGX4H81souI0KPEJga_ucgJBK-8Knlel76P8/s1600/extra.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="118" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ1yGoukwps_3L1HAbhn-mHG27gscJjQGpBhfRUEKP_SPcQ-4g5Y_mxdOIpNusjdb34T6HPtY5yUJtd94qVpwix714b0eiSmcnISH2fOVXGGX4H81souI0KPEJga_ucgJBK-8Knlel76P8/s200/extra.jpg" width="200" /></a></div>
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<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;">A marca Extra nasceu da necessidade do Grupo Pão de Açúcar de reformular e modernizar o conceito da rede Jumbo. Essa nova roupagem, daria espaço para grandes lojas, amplo estacionamento, comercializando eletroeletrônicos e móveis, além dos </span><span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;">produtos alimentícios.</span><span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;"> Enfim, algo a mais que um mercado, </span><span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;">um hipermercado, </span><span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;">um extra.</span><span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; line-height: 24px; text-align: justify;"> </span></div>
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<span style="font-family: "verdana" , sans-serif;"><span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;">Deixa-se o peso de um Jumbo para algo mais leve, que traz mais benefícios e otimiza as compras. </span><span style="background-color: white; color: #222222; line-height: 24px; text-align: justify;">Extra é um nome evocativo do tipo sugestivo e comunica um conceito, estrategicamente pensado.</span></span></div>
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<span style="color: #222222; font-family: "times" , "times new roman" , serif;"><span style="background-color: white; font-family: "verdana" , sans-serif; line-height: 24px;">Em breve, falaremos por que o Grupo Pão de Açucar passou a adotar a sigla GPA.</span></span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-72725517039829605582016-06-30T10:57:00.002-07:002017-04-28T11:34:37.136-07:00Antarctica x Cervejas Artesanais<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhxIIbZPQDWByvoXFKgx6qLSzIVm8mtAtOnEmamrOGi5bH9L5ZbpxD8GYm9XdZLTDmbbqfSYMCG3OVfQFdK1FovkUdAJamgbE7vAX9M7yg0Vu3gfl7Ey7LaHf3sU5-JxqlQD_u6xXDQwoo_/s1600/antactica.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="139" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhxIIbZPQDWByvoXFKgx6qLSzIVm8mtAtOnEmamrOGi5bH9L5ZbpxD8GYm9XdZLTDmbbqfSYMCG3OVfQFdK1FovkUdAJamgbE7vAX9M7yg0Vu3gfl7Ey7LaHf3sU5-JxqlQD_u6xXDQwoo_/s200/antactica.jpg" width="200" /></a></div>
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<span style="background-color: white; line-height: 150%;"><span style="font-family: "times new roman" , serif;">A</span> "Companhia Antarctica Paulista" </span><span style="font-family: "times new roman" , "serif"; font-size: 12pt; line-height: 24px;">foi </span><span style="background-color: white; line-height: 24px;">fundada e</span><span style="font-family: "times new roman" , serif; font-size: 16px; line-height: 24px;">m 1891</span><span style="background-color: white; line-height: 150%;">, atuando na fabricação de cerveja e
refrigerantes.</span></div>
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<span style="background-color: white; line-height: 150%;">No Brasil, para o público em geral, </span><span style="background-color: white; line-height: 24px;">cerveja </span><span style="background-color: white; line-height: 150%;">tem a obrigação de estar bem gelada. O nome evocativo, </span><span style="background-color: white; line-height: 24px;">do tipo toponímico, </span><span style="background-color: white; line-height: 150%;">permanece bom porque remete a uma das regiões mais frias do mundo. Daí também </span><span style="background-color: white; line-height: 24px;">os pingüins no rótulo. </span><span style="background-color: white; line-height: 150%;">Ou seja, o discurso fundante do nome comunica um atributo/característica importante do produto. </span></div>
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<span style="background-color: white; line-height: 150%; text-align: justify;">Tenho recebido alguns jobs para nomes de cervejas artesanais. A estratégia de naming para esse tipo de produto é completamente diferente de uma grande cervejaria, ainda que os nomes toponímicos </span><span style="background-color: white; line-height: 24px;">também</span><span style="background-color: white; line-height: 24px;"> </span><span style="background-color: white; line-height: 150%;">sejam bem-vindos, outros atributos precisam ser evocados. </span><br />
<span style="background-color: white; line-height: 24px;"><br /></span>
<span style="background-color: white; line-height: 24px;">O mais importante é que nome comunique por fora a experiência que se quer ter com o que está dentro.</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-7253251078971805852016-06-19T13:10:00.000-07:002017-04-28T11:35:13.565-07:00Por que Arezzo é Arezzo?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgD5A8JcC5mi2YbERSORaejMUbcbeYpMMbjrHVEkDnuu2uHO8BTEmjXWydwnqC-YFU7Kfpkep1dSjB9_vsQsYsL7RZfUaTyZqz92Ju19bnHQhYEWQKOZJxVZbSjwoXo21LhekVT3PjPOMz1/s1600/arezzo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="141" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgD5A8JcC5mi2YbERSORaejMUbcbeYpMMbjrHVEkDnuu2uHO8BTEmjXWydwnqC-YFU7Kfpkep1dSjB9_vsQsYsL7RZfUaTyZqz92Ju19bnHQhYEWQKOZJxVZbSjwoXo21LhekVT3PjPOMz1/s200/arezzo.png" width="200" /></a></div>
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Nomes como Antarctica, Americanas, Casas Bahia, Ipiranga e Havaianas, ranqueadas entre as
marcas mais valiosas do Brasil, são nomes toponímicos. Sim, aqueles que transferem características
culturais e geográficas para a marca. Os toponímicos evocam e comunicam aspectos simbólicos dos lugares. </div>
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<span style="background: white;">Os irmãos Anderson
e Jefferson Birman escolheram o nome Arezzo para a loja
de sapatos, inicialmente masculinos. </span>A letra Z duplicada é
característica da língua italiana, que, por sua vez, remete à elegância e ao
know how em moda, culturalmente relacionados aos italianos.<br />
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Com a letra Z duplicada, mesmo que você não saiba que Arezzo é uma cidade da Itália, sabe que algo de italiano a marca tem.<br />
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Comunicar uma estratégia. É isso que fazemos quando criamos um nome.</div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-53117501578844807712016-06-19T12:28:00.001-07:002017-04-28T11:35:29.254-07:00Ponto Frio. O nome traduzido que deu certo. <div class="MsoNormal" style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px; margin-bottom: 12pt;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtvqWFhocl41vp8Nq7pRDzeTPqOuESSqAC5m3CgvH-YdxwtjYq2MQlLhvsn4dhrXSPlQElLz43xNrMZVoVzAd2iRJrWaiBIPaBe8u2W5VjWceuNYoFrOKuKRB-JkhMjwesdUU7NSIz6t2v/s1600/ponto+frio.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtvqWFhocl41vp8Nq7pRDzeTPqOuESSqAC5m3CgvH-YdxwtjYq2MQlLhvsn4dhrXSPlQElLz43xNrMZVoVzAd2iRJrWaiBIPaBe8u2W5VjWceuNYoFrOKuKRB-JkhMjwesdUU7NSIz6t2v/s1600/ponto+frio.png" /></a></div>
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<span style="color: #222222; font-family: "arial" , sans-serif; font-size: 12.8px; text-align: justify;">A Globex foi fundada pelo imigrante romeno Alfredo João Monteverde. O jovem apostou na importação de eletrodomésticos para um Brasil em expansão. O refrigerador americano chamado “ColdSpot” teve tanta aceitação por aqui, que Alfredo resolveu traduzir o nome, e ele passou a ser a marca da sua nova loja.</span></div>
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Ponto Frio é um nome evocativo, sugere que seja um lugar onde se pode encontrar eletrodomésticos de linha branca, aquela voltada à refrigeração. O pinguim do logo reforça esse posicionamento evocativo.</div>
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A tradução também ficou bem em duas palavras que juntas parecem formar uma só: Pontofrio</div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-9263849444858291582016-05-19T06:40:00.000-07:002017-04-28T11:37:05.661-07:00Porto Seguro. Como transformar algo intangível em tangível.<div class="MsoNormal" style="margin-bottom: 12.0pt;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSAL7JSLuneJJB-9AKj46Y-46zCkZTFaYRja2Q6l0fDPOjxGKRtpCmDuhFYnxtTWOC2eYoc8ff8Q3ZAKWXPfRIZSnd6JnA1wH3Z07T8mO1Wo4ZB7Zb4NMW1N0LwuRaW3ih5GFtDEGKu5YH/s1600/portoseguro+ok.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSAL7JSLuneJJB-9AKj46Y-46zCkZTFaYRja2Q6l0fDPOjxGKRtpCmDuhFYnxtTWOC2eYoc8ff8Q3ZAKWXPfRIZSnd6JnA1wH3Z07T8mO1Wo4ZB7Zb4NMW1N0LwuRaW3ih5GFtDEGKu5YH/s1600/portoseguro+ok.png" /></a></div>
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O nome Porto Seguro evoca
seguridade. Ao mesmo tempo, sugere que é uma empresa da categoria de serviços de seguros, que, claro, necessita
comunicar confiança e amparo.<br />
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É um nome evocativo, mas poderia também ser classificado como toponímico,
se lembrarmos da primeira localidade em que Cabral chegou ao Brasil. </div>
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A empresa sustenta as características fundantes de sua primeira comunicação: o nome. A gama de serviços se estende para além da simples garantia da casa ou do carro. Transforma um serviço completamente intangível, como o seguro, em algo tangível. Oferece gratuitamente para o segurado produtos adicionais de reparos na casa e no carro, que vão desde colocar um quadro na parede, consertar um encanamento ou fazer uma vistoria no veículo para uma viagem. Enfim, é um Porto Seguro.</div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-78038533715853444662016-03-13T05:40:00.001-07:002017-04-28T11:36:46.269-07:00Renner. A loja do alemão<div class="MsoListParagraph" style="line-height: 150%; margin-bottom: 12.0pt; margin-left: 0cm; margin-right: 0cm; margin-top: 0cm; text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ3SIEOTjk0TZNJmfzMlgfkVCDn0mPRn1aucV1_70msOOJG2wUGLwYAMIpPQPpOa6FGK_X25EwTOY6ce0yoL4r3DiyDEmrTlby7dLLkrg5q2IFdWKEpBbO79sZ9qyz7Gx7TeJHp9SvrL4j/s1600/renner.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="131" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZ3SIEOTjk0TZNJmfzMlgfkVCDn0mPRn1aucV1_70msOOJG2wUGLwYAMIpPQPpOa6FGK_X25EwTOY6ce0yoL4r3DiyDEmrTlby7dLLkrg5q2IFdWKEpBbO79sZ9qyz7Gx7TeJHp9SvrL4j/s200/renner.png" width="200" /></a></div>
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<span style="background: white;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Descendente de alemães, Antônio Jacob Renner, iniciou o
grupo A. J. Renner, em 1912, como uma indústria têxtil que comercializava capa de lã para homens, bem resistente ao frio e indispensável ao gaúcho do campo.</span></span></div>
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<span style="background: white;"><span style="font-family: "arial" , "helvetica" , sans-serif;">O
primeiro ponto de venda foi
inaugurado em 1922, com o nome de Lojas Renner, portanto um nome patronímico.</span></span></div>
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<span style="background-color: white; color: #333333; font-family: "arial" , "tahoma" , "helvetica" , "freesans" , sans-serif; line-height: 20.79px;">Os nomes patronímicos são usados para evocar tradição. Assim, a marca sugere, </span><span style="color: #333333; font-family: "arial" , "tahoma" , "helvetica" , "freesans" , sans-serif; line-height: 20.79px;"> através do nome, estar associada à alguém que tem a expertise, sabe fazer, está ali costurando, fazendo a roupa. Isso acontece também com a categoria de comidas. </span></div>
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<span style="background-color: white; color: #0d1018; font-family: "arial"; line-height: 18.4px;">O nome do dono, além da reputação e da tradição, traz um elemento humano reconfortante e retorna a forma mais primitiva das marcas, do compromisso pessoal do "fornecedor". </span><br />
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<span style="background-color: white; color: #0d1018; font-family: "arial"; line-height: 18.4px;">Isso tudo comunicado por apenas uma palavra.</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-33387141383727944192016-02-16T01:10:00.001-08:002017-04-28T11:37:43.947-07:00As Americanas iam para Buenos Aires<div class="MsoNormal" style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px; text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOOXCaL2qxbN41vD08DoN0LFDZR1LMKP5nGOMoYkWQmCIP11eTy7GRMD_KChS8UECA4PDvAfAHnI_cq9DMr1bqxaZamLic2F2u50pParRrXpL5H7EsGVmLbqcAzfoj7dnoaY3P7zrbbIsN/s1600/americans.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="197" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOOXCaL2qxbN41vD08DoN0LFDZR1LMKP5nGOMoYkWQmCIP11eTy7GRMD_KChS8UECA4PDvAfAHnI_cq9DMr1bqxaZamLic2F2u50pParRrXpL5H7EsGVmLbqcAzfoj7dnoaY3P7zrbbIsN/s200/americans.jpg" width="200" /></a></div>
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<span style="background-image: initial;">A origem do nome Lojas Americanas é toponímica.</span></div>
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<span style="background-image: initial;">Explico: John Lee, Glen Matson, James Marshall e Batson Borger pediram demissão da Woolworth, em Nova York, para começar um negócio em Buenos Aires: uma loja com preços baixos, sucesso nos EUA naquela época. </span></div>
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<span style="background-image: initial;">Durante a viagem de navio, conheceram Aquino Sales e Max Landesman. Eles convidaram o trio para conhecer o Rio de Janeiro. </span><span style="font-size: 12.8px;">No passeio, perceberam que havia na cidade muitos funcionários públicos e militares com pouca renda, mas uma renda estável.</span></div>
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<span style="background-image: initial;">E assim, o Rio foi escolhido para lançar o empreendimento ao estilo americano planejado para Buenos Aires. O nome e a marca carregam características fundantes: uma loja para consumir rapidamente produtos baratos.</span><br />
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Uma de suas concorrentes é a Pernambucanas, falaremos dela mais adiante.</div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-11984095808130607612016-02-15T04:48:00.000-08:002017-04-28T11:35:50.990-07:00Vem?<div class="MsoNormal" style="margin-bottom: 12.0pt;">
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O nome evocativo remete a características da categoria em que a marca ou produto é inserido.</div>
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Carros, iogurtes, bancos são exemplos de categorias. O nome Caixa Econômica ou Caixa, remete a um depositário, lugar de guardar algo, portanto, evoca atributos da categoria banco.</div>
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Defendemos que o nome é o discurso fundante da marca, que direciona seus discursos subsequentes: slogan, título, texto etc, reforçando seu posicionamento inicial. </div>
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<span style="font-size: 12.8px;">Assim, a comunicação mantém o posicionamento fundante do nome, no caso da Caixa, o de ser a lugar de poupança dos brasileiros, e isso está</span><span style="font-size: 12.8px;"> </span><span style="font-size: 12.8px;">vinculado a seu nome evocativo, do tipo sugestivo.</span></div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-68268161458560998722016-02-13T05:06:00.002-08:002018-10-12T04:42:14.853-07:00Ipiranga, a independência.<div class="separator" style="clear: both; text-align: center;">
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<span lang="ES"><br /></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfY0eBYp1fyfRsIAgv6mAZXOzMv1KO9T76uHWfabpt456WWszw05UnoO3YtjVWvwPB-j_ueHMdVK_sHfsU2VCmaxw-1luPgd3A-4jH8gjAAwrXtrJlQ1jZC5r6qOBC05BOfNXPBT4DN7By/s1600/ipiranga.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="169" data-original-width="299" height="113" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfY0eBYp1fyfRsIAgv6mAZXOzMv1KO9T76uHWfabpt456WWszw05UnoO3YtjVWvwPB-j_ueHMdVK_sHfsU2VCmaxw-1luPgd3A-4jH8gjAAwrXtrJlQ1jZC5r6qOBC05BOfNXPBT4DN7By/s200/ipiranga.png" width="200" /></a></div>
<span style="font-size: 12.8px;"><br /></span>
<span style="font-size: 12.8px;"><br /></span>
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<span style="font-size: 12.8px;">I</span><br />
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<span style="font-size: 12.8px;">Ipiranga é a maior empresa privada brasileira do setor de distribuição de combustíveis e deu </span><span style="color: black; font-size: 12.8px;">início ao processo de refino de petróleo no país.</span></div>
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<span lang="ES" style="color: black;">A história da empresa começa em 1933, no Rio Grande do Sul, quando empresários brasileiros se associaram a empresários argentinos e fundaram a Destilaria Rio-Grandense de Petróleo S/A. O governo argentino proibiu a exportação de petróleo, inviabilizando o projeto.</span></div>
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<span lang="ES" style="color: black;">O grupo de empresários, então, se articulou para montar uma refinaria brasileira. No dia 7 de setembro de 1937 inauguraram a empresa, dando a ela o nome do rio onde o Brasil se tornou independente.</span></div>
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<span lang="ES" style="color: black;">Portanto, um nome toponímico, aquele que remete ao lugar e, em se tratando de petróleo, com grande simbolismo.</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-31305128670288500242016-02-04T02:59:00.003-08:002017-03-30T18:03:11.284-07:00E o que dizer do Chana?<div style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg12Z0BZr-Oq07H78oZ8PzARixCOkDmURmvoAJseGX4v0C2P1be0jrYcLuzdEGuFKiRooG_XzF8GRFCa27JK_AxavhKpau9wDUOPGMWvzEpNjjxqc-trWywOgqbk1v6ZEtyRhuBub9tNvJb/s1600/chana.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="173" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg12Z0BZr-Oq07H78oZ8PzARixCOkDmURmvoAJseGX4v0C2P1be0jrYcLuzdEGuFKiRooG_XzF8GRFCa27JK_AxavhKpau9wDUOPGMWvzEpNjjxqc-trWywOgqbk1v6ZEtyRhuBub9tNvJb/s200/chana.jpg" width="200" /></a></div>
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A marcas asiáticas estão por aí. E seus nomes como estão se saindo por aqui?</div>
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Ssangyong é um nome que me causa incômodo. De cara, percebemos que não tem boa aparência. Começa com duas consoantes e iguais. A aparência do nome assusta e influencia a pronúncia.</div>
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Ao conseguir falar, veja se não parece a onomatopeia de quando um carro não quer pegar? Isso é um case de Naming, como o do Best A, que no Brasil virou Besta. O nome que influenciando negativamente a trajetória do produto.</div>
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Já Effa, é um nome pequeno e rápido, bem fácil de falar. O F duplicado remete a rapidez, tem boa aparência, nem parece chinês, assim como Jac Motors, são bons nomes. </div>
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A chinesa Chana é um assunto delicado de falar, né não? É como o Pajero. A Mitsubishi fez um Desaster Check e viu que Pajero na língua espanhola, é um homem que se masturba muito. Na Espanha, ele se chama Montero.</div>
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Para piorar, a Chana tinha um modelo chamado Family, o Chana Family. Ainda bem que o pessoal da Chana se deu conta e mudou o nome para Changan. </div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-20206313964404226382016-02-03T03:56:00.001-08:002017-03-30T18:02:45.915-07:00Hulu x YouTube<div style="text-align: justify;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdAYlVbzM0GM-k85kOLM1o30-_ukUz8JKxeECgCWaUW4q6YHom4rsKPp3uJvHLEABeNW95BdT9TOdSn7bggrCPnnpgeMawk2VYkUD5bfmbMzKXGxx9f4yCgDE2YkddrMBxAcRFNAza3kfb/s1600/hulu.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdAYlVbzM0GM-k85kOLM1o30-_ukUz8JKxeECgCWaUW4q6YHom4rsKPp3uJvHLEABeNW95BdT9TOdSn7bggrCPnnpgeMawk2VYkUD5bfmbMzKXGxx9f4yCgDE2YkddrMBxAcRFNAza3kfb/s200/hulu.png" width="200" /></a></div>
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O nome Hulu, concorrente do Youtube, lançado em 2008 pela NBC, ABC e FOX, tem origem no Mandarim. Foi feito visando o crescimento da internet na China. Foi pensado para entrar prioritariamente nesse mercado.</div>
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Hulu tem dois significados: o primeiro, de um antigo provérbio, como um lugar ou alguém abençoado ou sortudo, que tem coisas preciosas guardadas. O segundo, significa registro.</div>
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O CEO da nova empresa viu que esse seria um bom nome, já que os dois significados tinham a ver com o que iria oferecer, além da origem do mercado que eles querem conquistar primeiro.</div>
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Ok. Hulu também tem Us repetidos, pode ser sonoro, como o YouTube, mas o significado chinês só é entendido na China. Não é um nome, digamos, "internacional". </div>
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Aqui no Brasil, por exemplo, a palavra Hulu tem aparência e fonosimbolismo que remete ao Havaí, lembra a praia, ou algo assim, muito distante de uma mídia social e ainda mais que pretende ser a maior concorrente do NossoTubo, o YouTube.</div>
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Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-19275702740319771442016-01-20T06:52:00.000-08:002017-03-30T18:02:36.192-07:00 Os números também falam.<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhF1V2nanT93F3aZYMkB9Cd5YQ_e-KXdQWmb9q9Q__E3RB8h9G4pUbfSJqgkrF7opmsN-JGG-ruTRAfB9E8CqKBY2h3N-8UiDajF0dDrws8NIJL6q1OifHVJ70qEjGXuqDejqr9G5IeVGFk/s1600/Peugeot207.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhF1V2nanT93F3aZYMkB9Cd5YQ_e-KXdQWmb9q9Q__E3RB8h9G4pUbfSJqgkrF7opmsN-JGG-ruTRAfB9E8CqKBY2h3N-8UiDajF0dDrws8NIJL6q1OifHVJ70qEjGXuqDejqr9G5IeVGFk/s200/Peugeot207.png" width="200" /></a></div>
<span style="font-family: arial, helvetica, sans-serif; text-align: justify;">Você já se perguntou por que algumas marcas usam números? Citröen com seus C3, C4. Peugeot e seus 207, 307, 407. Audi A2, A3, A.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">O carro é o primeiro bem globalizado. Sempre enfrentou problemas com o significado dos seus nomes em outros países. Há exemplos clássicos que já falamos aqui no blog como o Pajero, Chevrolet Nova, Best.A etc.</span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">Números são elementos universais, facilitam a internacionalização dos produtos. </span><span style="font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">Ausência de naming? Não. Presença total dele. Assim as marcas identificam seus produtos somente com suas iniciais A2, C3 ou como a Peugeot colocando uma numeração após o nome da marca. A isso, chamamos de coerência de naming na arquitetura da marca.</span></div>
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<div style="text-align: left;">
<span style="font-family: "arial" , "helvetica" , sans-serif; line-height: 24px; text-align: justify;">Além de facilitar a universalização, o número é bem adequado a este produto ligado a velocidade/hora, desempenho, etc</span></div>
Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0tag:blogger.com,1999:blog-9153358149401232862.post-66099749730053924502016-01-19T07:34:00.004-08:002016-02-05T04:11:05.335-08:00Nomes abstratos, a saída do naming.<!--[if gte mso 9]><xml>
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<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span lang="EN-US">O neografismo difere da lógica criativa do neologismo da seguinte forma: o neografismo evoca sentidos a partir de léxicos existentes ou parte deles.</span></span><br />
<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span><span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span lang="EN-US">O neologismo não evoca a denotação ou conotação a partir de uma palavra existente. É criada uma nova palavra, sem referências de outro léxico. Evoca apenas referências fonéticas. O carro QQ da Chery é um exemplo.</span></span><br />
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<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span lang="EN-US">No neografismo, a bricolagem é empregada em sua essência, unindo um sufixo ou prefixo , cortando, associando, gerando
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<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span style="mso-bidi-font-weight: bold;">Derivação</span>:
coloca prefixo ou sufixo a uma raiz: ex.: </span><span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;">Sanex</span></div>
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<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span style="mso-bidi-font-weight: bold;">Junção:</span> é a união de duas palavras que permanecem intactas. Photo + shop = Photoshop</span><br />
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<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;"><span style="mso-bidi-font-weight: bold;">Fusão: partes das palavras são suprimidas/acrescentadas. </span>Daniel + One = Danone ou Tobler + torrone = Toblerone </span></div>
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<span class="Apple-style-span" style="font-family: "arial" , "helvetica" , sans-serif;">A Natura atua no setor de tratamento para o rosto e corpo desde 1969. Sempre ligada a produtos com essências naturais.
Natura é uma contração da palavra natural, portanto, um neografismo. </span><br />
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<!--StartFragment--><!--EndFragment-->
<!--EndFragment-->Irene Carballidohttp://www.blogger.com/profile/14395418299443137058noreply@blogger.com0