Desenvolvimento de um Guia de Expressão de Marca como meio de contribuição para a ressignificação do Memorial Antônio Conselheiro

Abstract

The Memorial Antônio Conselheiro (MAC) is a cultural center for activities such as theater, dance, visual arts, exhibitions and events located in Quixeramobim-CE, built in 1997. After years of activity, the MAC is in a moment that is being devalued by the Quixeramobim population, as well as the people who frequent it. The present work has the objective of developing a Brand Expression Guide (GEM) composed of a brand platform and brand identity, in order to contribute to the re-signification of the MAC. To this end, an opinion poll was conducted to understand how the MAC is perceived by the Quixeramobinense population. After the opinion poll, the Brand Platform Canvas tool was used to develop the brand platform, and for brand identity, Wheeler's (2019) methodology was used. The final result of the work is a GEM composed of the brand platform and brand identity, thus enabling MAC to have a better brand management in the future.