Benchmarking and Rebranding a Handcraft Brand

Dominique-Ferreira, Sergio and Roque, Andreia and Prentice, Catherine ORCID: (2021) Benchmarking and Rebranding a Handcraft Brand. In: Perspectives on Design and Digital Communication II: Research, Innovations and Best Practices. Springer Series in Design and Innovation, 14. Springer, Cham, Switzerland, pp. 351-367. ISBN 9783030758660


Brand management is a complex and dynamic process, playing an important role in the competitiveness of companies. The main purpose of this work was to carry out a benchmarking and develop the rebranding of a Portuguese handicraft brand to improve its attractiveness. In order to achieve this goal, authors applied a mixed-model research design, combining a synchronized approach of marketing and design principles. The results obtained show that the proposed methodology is appropriate for a rebranding process. Accordingly, the marketing mix and the visual identity of the brand received several updates.

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 Aug 2022 01:48
Last Modified: 25 Aug 2022 23:19
Uncontrolled Keywords: Benchmarking; Brand identity; Branding; Design; Handicraft; Rebranding
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
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