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- Title
Las camisas con la marca de Salvador Dalí: aproximación historiográfica de su estrategia creativa, publicitaria y comunicacional.
- Authors
de Vicente Domínguez, Aida María
- Abstract
In an image saturated market, trademarks adopt communication strategies supported by art to transmit their assets' artistic values, and to impact and position their product. Even if the positive effects of art infusion are demonstrated, the guidelines and references to manage art as intangible are few. In this context, a historiographic approximation of the strategic direction of communication undertaken is offered by the Spanish textile company Confecciones Regojo, in order to launch a product supported by the image and trademark of Salvador Dalí. The results, obtained through historiographic investigation techniques, describe how they planned the creative, productive, distributive and communicative strategies to create a competitive garment. The results provide keys for a practical application of the artistic asset as a communicational strategy.
- Subjects
PRODUCT image; PRODUCT positioning; COMMUNICATION strategies; PRODUCT launches; TRADEMARKS
- Publication
Grafica: Journal of Graphic Design / Documents de Disseny Gràfic, 2021, Vol 9, Issue 17, p57
- ISSN
2339-7500
- Publication type
Article
- DOI
10.5565/rev/grafica.186