Definição da identidade da marca para o medronho

Numa economia global sujeita a mudanças nas dinâmicas de mercado e a uma concorrência crescente, o papel das marcas nunca foi tão importante como agora. As marcas servem de mapa orientador para comportamento de compra e, quando geridas de forma correta, resultam geralmente num valor significativo para os seus detentores. Pretende-se com este trabalho desenvolver uma marca para o medronho, fruto nacional ainda pouco comercializado em fresco. Procurou criar-se uma identidade de marca forte, tendo em atenção os vários elementos de marca de modo a contribuir positivamente para a construção de capital de marca (brand equity). Na metodologia privilegia-se a análise qualitativa, com a realização de uma entrevista e um questionário, com o intuito de aprofundar respetivamente o conhecimento da empresa e a perceção dos consumidores em relação ao fruto. Neste sentido, e depois de uma análise cuidada da literatura, este projeto reflete a aplicação dos modelos de construção de marcas e dos critérios para a escolha dos elementos da marca definidos por Keller (2005). Deste trabalho resulta uma proposta de construção dos elementos da marca, a ser utilizada pelo centro de excelência para a valorização dos recursos mediterrâneos (CEVRM); Definition of the Brand Identity for the arbutus Abstract: In a global economy subject to changes in market dynamics and increasing competition, the role of brands has never been as important as now. Trademarks serve advisor map to buying behavior and, when managed correctly, often result in significant value for its owners. The aim of this work is to develop a brand for the arbutus, national fruit poorly marketed fresh. Sought to create is a strong brand identity, taking into account the various mode brand elements to contribute positively to building brand equity (brand equity). The methodology emphasizes the qualitative analysis, conducting an interview and a questionnaire, in order to deepen respectively the company's knowledge and perception of consumers in relation to the fruit. In this sense, and after a careful analysis of the literature, this project reflects the application of model building brands and criteria for the choice of brand elements defined by Keller. This work results in a proposal to build the brand elements to be used by the CEVRM.

Analyzing consumer-based brand equity on Facebook: the impact of brand gender

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumer-based brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity.

Identity of a Tilapia Pheromone Released by Dominant Males that Primes Females for Reproduction

Knowledge of the chemical identity and role of urinary pheromones in fish is scarce, yet it is necessary in order to understand the integration of multiple senses in adaptive responses and the evolution of chemical communication [1]. In nature, Mozambique tilapia (Oreochromis mossambicus) males form hierarchies, and females mate preferentially with dominant territorial males, which they visit in aggregations or leks [2]. Dominant males have thicker urinary bladder muscular walls than subordinates or females and store large volumes of urine, which they release at increased frequency in the presence of subordinate males or preovulatory, but not postspawned, females [3–5]. Females exposed to dominant-male urine augment their release of the oocyte maturation-inducing steroid 17α,20β-dihydroxypregn-4-en-3-one (17,20β-P) [6]. Here we isolate and identify a male Mozambique tilapia urinary sex pheromone as two epimeric (20α- and 20β-) pregnanetriol 3-glucuronates. We show that both males and females have high olfactory sensitivity to the two steroids, which cross-adapt upon stimulation. Females exposed to both steroids show a rapid, 10-fold increase in production of 17,20β-P. Thus, the identified urinary steroids prime the female endocrine system to accelerate oocyte maturation and possibly promote spawning synchrony. Tilapia are globally important as a food source but are also invasive species, with devastating impact on local freshwater ecosystems [7, 8]. Identifying the chemical cues that mediate reproduction may lead to the development of tools for population control [9–11].