Corporate brand identity management in a technological faculty – how brand relationships influence students and companies reputations

Identity is traditionally defined as an emission concept [1]. Yet, some research points out that there are external factors that can influence it [2]; [3]; [4]. This subject is even more relevant if one considers corporate brands. According to Aaker [5] the number, the power and the credibility of corporate associations are bigger in the case of corporate brands. Literature recognizes the influence of relationships between companies in identity management. Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in the management of corporate brand identity. Also Keller and Lehman [6] highlight relationships and costumer experience as two areas requiring more investigation. In line with this, the authors intend to develop an empirical research in order to evaluate the influence of relationships between brands in the identity of corporate brand from an internal perspective by interviewing internal stakeholders (brand managers and internal clients). This paper is organized by main contents: theoretical background, research methodology, data analysis and conclusions and finally cues to future investigation.

Intercultural awareness through. Digital storytelling

In today’s globalized world, communication students need to be capable of efficiently communicating across the globe. At ISCAP, part of the 3rd year syllabus in Translation and New Technologies course is focused on culture and the need to be culturally knowledgeable. We argue the approach to incorporate cultural aspects in HE needs to be studentcentered, in order to encompass not only intercultural awareness, but also the 21st century skills students need to be successful and competent citizens. Additionally, as studies have shown, the manipulation of digital tools fosters greater student involvement in learning activities. We have adopted Digital Storytelling - multimodal storytelling technique - to promote a personal, student-centered reflection on intercultural communication. We intend to present student and teacher perspectives on this learning experience and assess its relevance in HE contexts, based on the content analysis of student expressed perspectives on this activity as well as a multimodal analysis of the digital stories created. A preliminary analysis of our case study has demonstrated that Digital Storytelling potentiates two complimentary types of reflection: on the one hand, students felt the need to reflect on their own intercultural knowledge, create and adapt their finding in the form of a story; on the other hand, viewing others’ stories they have raised questions and demonstrated points of view otherwise ignored.

Contextual and Environmental Awareness Laboratory for Energy Consumption Management

The recent changes on power systems paradigm requires the active participation of small and medium players in energy management. With an electricity price fluctuation these players must manage the consumption. Lowering costs and ensuring adequate user comfort levels. Demand response can improve the power system management and bring benefits for the small and medium players. The work presented in this paper, which is developed aiming the smart grid context, can also be used in the current power system paradigm. The proposed system is the combination of several fields of research, namely multi-agent systems and artificial neural networks. This system is physically implemented in our laboratories and it is used daily by researchers. The physical implementation gives the system an improvement in the proof of concept, distancing itself from the conventional systems. This paper presents a case study illustrating the simulation of real-time pricing in a laboratory.

Effects of treatment, awareness and condom use in a coinfection model for HIV and HCV in MSM

We develop a new a coinfection model for hepatitis C virus (HCV) and the human immunodeficiency virus (HIV). We consider treatment for both diseases, screening, unawareness and awareness of HIV infection, and the use of condoms. We study the local stability of the disease-free equilibria for the full model and for the two submodels (HCV only and HIV only submodels). We sketch bifurcation diagrams for different parameters, such as the probabilities that a contact will result in a HIV or an HCV infection. We present numerical simulations of the full model where the HIV, HCV and double endemic equilibria can be observed. We also show numerically the qualitative changes of the dynamical behavior of the full model for variation of relevant parameters. We extrapolate the results from the model for actual measures that could be implemented in order to reduce the number of infected individuals.