Design Thinking e gestão de marcas: um estudo de caso sobre a marca da reserva de desenvolvimento sustentável estadual Ponta do tubarão/RN

Abstract

This study analyses the Reserva de Desenvolvimento Sustentável Estadual Ponta do Tubarão/RN (RDSEPT) brand about image structuring and symbols used by the evaluation of its administration and the hypothesis of a brand management. This is an exploratory and descriptive study with a qualitative approach that uses the Design Thinking as the main method to elaborate a logo prototype to the RDS that it hasn’t based economy on touristy activities, haven’t got a well-defined or even active brand management. This way is understood that the branding visual identity is important, not only to promote a service or product but to transmit value. As a result, it is expected the new logo to be adopted by the association and be what the communities into the RDS look for.