The Brand as Mediation Through Design

Abstract

Portugal is receiving international recognition for its competence centers in various activity sectors, mostly located in the North of the country (wines, textiles, footwear, wooden furniture, technology). This region still enjoys a creative frenzy that is an innovation enhancer. Despite that, the perceived strength of Brand Origin for Portuguese products is lower than Swiss Made or German Made products. Optimistically, we can see this as space and opportunity for growth of the Brand Portugal, but which presents itself as a demanding challenge for the territories through their local agents. Considering this ecosystem, we affirm the indispensable contribution of Design in the economic valorization of the industrial product and the sustainable growth of cities, regions, and nations. Thus, we bring to this reflection a review that articulates the theoretical statements of Design as Cultural Mediator and Brand Design, looking for the stabilization of concepts associated with them, and we left as a contribution, the possibility of The Brand as Mediation through Design.