Using an integrative approach to assess brand identity

There is a wide agreement that identity is a multidisciplinary concept. The authors consider this an opportunity do develop a framework to assess identity. In a marketing context, literature reveals two approaches on identity: one focus on corporate identity and the other focus on branding. The aim of this paper is to integrate these two approaches to develop a synthesis framework to assess brand identity. Based on literature on identity the authors found nine components related to brand identity. Those components are described in this paper as well as the relation they have with brand identity. The authors hope that this synthesis approach contributes to a better understanding of the brand identity, and are very encouraging for refining this framework in the future.

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.

O feminino na obra de Uanhenga Xitu

Interessa-nos para este artigo perscrutar as representações da vida social em narrativas do escritor angolano Uanhenga Xitu, mormente no que diz respeito à personagem feminina e ao papel da mulher nas sociedades tradicionais angolanas. Nas narrativas cujas ações se passam no interior de Angola, as representações sociais da mulher revelam um modus vivendi diferenciado daquele experimentado por mulheres que migram para a capital, Luanda, espaço em que a noção de vida comunitária, tão significativa nas sociedades tradicionais, perde seu significado. Os trabalhos lá executados, por exemplo, serão em favor do colono, como os dos empregados domésticos, e não para a coletividade. Já nos espaços interiores, mais distantes da mão pesada do colonizador, as representações da vida social dos angolanos são mais expressivas e essa diferenciação revela que a migração do campo para a cidade, no caso de um país dominado pela colonização, metaforiza o abandono de um tipo de (con)vivência social em favor de outro. Como a política colonial portuguesa foi assimilacionista, essa migração será sinônimo de busca de adesão ao modus vivendi do outro, muitas vezes para sofrer menos os efeitos da dominação. Para essa discussão, não é por livre escolha que se tratará das personagens femininas na obra de Xitu, posto que as mulheres em seus textos ganham vez e voz para a expressão do proprium angolano, como se o autor as quisesse homenagear em sinal do reconhecimento de sua importância na construção e preservação da memória, que é capaz de criar laços identitários entre as milenares gerações passadas e as futuras, como esboçaremos (Esta reflexão teve origem no estudo desenvolvido no doutoramento, intitulado Entre dois contares: o espaço da tradição na escrita de Uanhenga Xitu, defendida em 1996 na FFLCH-USP, e orientada pela Dra. Maria Aparecida Santilli, falecida em março de 2008).

Literature, translation and national identity: Christina Rossetti and Rosalía de Castro in the work of Plácido Castro

Plácido Castro‘s work has aroused our interest, because it evolves around the question of Galician personality and identity. While working as a journalist and a translator or while writing essays on different literary issues, Plácido Castro has never forgotten his roots or his nation. One could even say that his whole life turns around Galicia. Our purpose is to make a critical analysis of his work, especially as a translator, and try to show how he used translation in order to develop national conscience and identity and to see how far his ideology interfered in the interpretation and translation of Rossetti‘s poetry, in which he found a great similarity with Rosalìa de Castro‘s work.

Fazer uma história da própria vida. Narrativa pessoal e memória comunicativa em Paul Schatz im uhrenkasten

This essay offers a reflection on the concepts of identity and personal narrative, a line of argument that is closely interlaced with a subject‘s capacity to self-representation. As self-representation is necessarily composed upon remembrance processes, the question of memory as an element that directly influences the formation of an individual‘s identity becomes an emergent topic. Bearing this objective in mind, I shall highlight the notion of biographic continuity, the ability to elaborate a personal narrative, as an essential prerogative to attain a sense of identitary cohesion and coherence. On the other hand, I will argue that not only experienced memories play a key role in this process; intermediated, received narratives from the past, memories transmitted either symbolically or by elder members of the group or, what has been meanwhile termed ―postmemory‖, also influence the development of an individual‘s identitary map. This theoretical framework will be illustrated with the novel Paul Schatz im Uhrenkasten, written by German post-Holocaust author Jan Koneffke.