Diagrams to study brand language of children’s fashion brands


  • Fernando Jorge Matias S. Oliveira IADE
  • Catarina Fonseca de Almeida IADE-UE




This article intends to develop a reflection on the simplification processes in the analysis of brand
language. The study in question was applied to the universe of children's fashion brands, being selected
four brands that, strategically, seem to have some worry with the development of children. The purpose
of this grouping is to solidify the context of the object of study chosen in order to reflect on the existence
of trends, or typologies, in its communication and its connection with DNA. From another point of view
explores the potential of brand language schematization as a process of language analysis of a business
area. This article is based on a literature review and case studies. The results allow us to verify that the
synthesis of visual language applied to the study of visual language, of a brand, shows communication
strategies that, better or worse, establish a relationship with the DNA of a brand. The syntheses when
compared establish parallels that identify similarities and differences between the elements of each


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