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.

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.

Self-similarity principle: the reduced description of randomness

A new general fitting method based on the Self-Similar (SS) organization of random sequences is presented. The proposed analytical function helps to fit the response of many complex systems when their recorded data form a self-similar curve. The verified SS principle opens new possibilities for the fitting of economical, meteorological and other complex data when the mathematical model is absent but the reduced description in terms of some universal set of the fitting parameters is necessary. This fitting function is verified on economical (price of a commodity versus time) and weather (the Earth’s mean temperature surface data versus time) and for these nontrivial cases it becomes possible to receive a very good fit of initial data set. The general conditions of application of this fitting method describing the response of many complex systems and the forecast possibilities are discussed.

Relatório de estágio em Ensino do 1.º Ciclo do Ensino Básico

Relatório EPE - Relatório de estágio em Educação Pré-Escolar: O presente relatório de estágio foi realizado no âmbito da Unidade Curricular (UC) de Prática Pedagógica Supervisionada na Educação Pré-Escolar, inserida no Mestrado em Educação Pré-Escolar e Ensino do 1.º Ciclo do Ensino Básico. Sendo que este perspetiva o percurso de formação da mestranda, importa conceptualizar os referenciais teóricos e legais que sustentaram a sua ação e a metodologia utlizada durante todo o processo – investigação-ação – que inclui os seguintes processos educativos: a observação, a planificação, a ação, a avaliação e a reflexão. A Prática Pedagógica Supervisionada realizou-se na valência de creche, no Colégio Novo da Maia e teve como principais objetivos o desenvolvimento das competências profissionais e disposições subjacentes ao Perfil Geral e Específico de Desempenho do Educador de Infância. Apoiando a sua prática através da observação, recolha de dados, análise constante da ação e reflexão crítica permanente, a formanda, regulou-se pela metodologia de investigação-ação enquanto “processo em que os participantes analisam as suas próprias práticas educativas de uma forma sistemática e aprofundada” (Coutinho et al, 2009, p.360), com vista ao desenvolvimento de competências relativas a um educador enquanto investigador da própria ação. Importa acrescentar que o período de estágio foi de 210 horas e decorreu em díade de formação. A colaboração entre todos os atores intervenientes no contexto da prática pedagógica supervisionada “visa a construção de um perfil profissional que promova o desenvolvimento das competências socioprofissionais e pessoais, de forma fundamentada, reflexiva, integrada e autonomizante, à luz do princípio da aprendizagem ao longo da vida” (Ribeiro, 2013, p.2).