Arquitetura comercial e branding: uma análise sobre os espaços comerciais em São Luís/MA

Abstract

With the evolution of marketing studies, the increase in the offer of products and services in the commercial sector and the advancement of technology, brands have developed strategies to differentiate themselves in the market and attract the attention of consumers. In this scenario, branding was created with the intention of assisting in the brand management process.In this way, the commercial spaces were also shaped over time, to increasingly represent a greater connection with the identity of the brands. Based on this, the present work proposes the use of branding tools applicable to architecture and, as well as intends to expose, through an analysis of three projects located in the city of São Luís-MA, the impact that the use of these tools has on the consumer's relationship with the built space and the positive effects of this. The objects of study chosen were the shops: Gringa Makes, Mô a Mô and Terra Zoo, both located in the city of São Luís-MA and to obtain the data, questionnaires were elaborated to the architects and consumers of each of the spaces.Thus, it is stated that the research has a qualitative descriptive character. The contribution of the interviewees was associated with the perception of the author of this work as a researcher for the identification of branding tools applied in projects. The result of the questionnaires identified the presence of these tools applied in the 3 spaces, essential for the general objective of this work to be achieved.