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.

Beliefs and Conflicts in a Real World Multi-Agent System

In a real world multiagent system, where the agents are faced with partial, incomplete and intrinsically dynamic knowledge, conflicts are inevitable. Frequently, different agents have goals or beliefs that cannot hold simultaneously. Conflict resolution methodologies have to be adopted to overcome such undesirable occurrences. In this paper we investigate the application of distributed belief revision techniques as the support for conflict resolution in the analysis of the validity of the candidate beams to be produced in the CERN particle accelerators. This CERN multiagent system contains a higher hierarchy agent, the Specialist agent, which makes use of meta-knowledge (on how the con- flicting beliefs have been produced by the other agents) in order to detect which beliefs should be abandoned. Upon solving a conflict, the Specialist instructs the involved agents to revise their beliefs accordingly. Conflicts in the problem domain are mapped into conflicting beliefs of the distributed belief revision system, where they can be handled by proven formal methods. This technique builds on well established concepts and combines them in a new way to solve important problems. We find this approach generally applicable in several domains.