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 Dilema de clio: uma leitura paratextual do romance histórico Herculaniano

Pretende-se, neste estudo, analisar o pensamento historiográfico de Alexandre Herculano, a partir dos paratextos com que o escritor enriqueceu a sua obra de ficção. Com esta análise pretende-se mostrar como o historiador Alexandre Herculano pensava a história, como sentia as limitações impostas pelo paradigma científico que, na sua época, dominava ou pretendia dominar todas as áreas do saber, e como se viu forçado a recorrer ao romance histórico para, juntando-o à história, produzir a síntese do homem global que perseguia.

"City of broken promises" enquanto romance etnográfico: representações da Macau setecentista

Partindo do conceito de romance etnográfico utilizado no âmbito dos Estudos Literários e também Antropológicos, analisamos o romance histórico City of Broken Promises (1967), de Austin Coates, bem como a forma como a narrativa recorre a um variado número de temáticas antropológicas e estratégias literárias para representar os espaços e a vivência quotidiana das diversas comunidades (inglesa, portuguesa e chinesa) da Macau setecentista.