Corporate brand identity management – proposal of a new framework

The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony and McDonald, 1992), gives little attention to the corporate brand” (p. 985). Based on the concepts of corporate brand, brand identity and B2B relationship, the authors are interested in eliminating this gap in literature by designing a framework of corporate brand identity management. The aim of this investigation is to investigate the impact of B2B relationships in corporate brand identity management. The methodology used is quantitative analysis of surveys and scale development. The originality of this paper is to investigate the influence of the relationship between brands in corporate brand identity. This investigation is very important to help the decisions of the corporate brand managers and academics. According to literature, namely on corporate brands (Balmer 2002b, Hatch and Schultz, 2001, 2003) and on brand identity (Kapferer, 1991, 2008, Aaker, 1996, de Chernatony, 1999) the authors developed a corporate brand identity management framework considering relationships between brands a context variable with definite impact on identity management as stated by Hakansson and Snehota (1989, 1995). These authors consider that organisations´ identity management is pursued under a relational perspective with impact on identity management. Most researchers on identity and corporate brand emphasise the importance of external influences (Kennedy, 1977; King, 1991; de Chernatony, 1999; Balmer and Gray, 2000; Balmer, 2002a). Those influences concern legislation, concurrence, political issues... and stakeholders’ perceptions and reputations (due to the holistic approach demanded by corporate brands). In this context the authors claim the importance of another influence: B2B relationships. This decision is inspired in sociological studies (Mannheim, 1950; and Tajfel and Turner, 1979) regarding individual identity. These authors claim that individuals form their personality by interacting in the social field. The authors argue that corporate brand identity also develops itself under a relational approach. The relationships selected to pursue this investigation are the ones that are developed by Portuguese universities and investigation centres that cooperate by developing investigation. Those centres are administrative and financially autonomous

Corporate brand identity in higher education: a relational perspective

Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case corporate brands. Literature recognizes the influence of relationships between companies in identity management (Hakansson and Snehota, 1989, 1995; Hakansson and Ford, 2002). 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 corporate brand´s identity management and reputation. Also Keller and Lehman (2006) highlight relationships and costumer experience as two areas requiring more investigation. The authors argue that corporate brand´s identity can be developed under a relational perspective using relationships with other recognised brands in order to generate positive reputations in stakeholders. Based in relationship and corporate brand identity management, a framework is developed to identify how corporate brands select, develop and invest in relationships with other brands. The context of the proposed relationship concept is the services area (Dwyer et al, 1987; Moorman et al, 1992; Rauyruen et al, 2005 and Hennig-Thurau and Klee, 1997). An empirical qualitative research is designed using two reputational technological higher education institutions (two corporate brands) acting in Portuguese public higher education market.

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.

Corporate brand identity – a conceptual redefinition

There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a definition and nine componentscharacterizing corporate brand identity: reputation, culture, positioning, personality, relationships network, presentation style, communication, environmental influences and mission. Some are related with internal and others to external facets. The authorsare strongly encouraged to test these results empirically towards validity and reliability of the proposed construct.

Apanha-me se puderes! tradução comentada do capítulo “White-collar and Corporate Crime”, The Oxford Handbook of Criminology

Dissertação de Mestrado Apresentada ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Tradução e Interpretação Especializadas, sob orientação da Mestre Suzana Noronha Cunha

A Importância dos catálogos para o sector do vestuário português qualidade estética e gráfica dos catálogos

O catálogo é um produto de comunicação com presença forte no mundo da moda, reflexo por excelência de cada coleção e imagem de marca. Verifica-se que os critérios objectivos de avaliação dos catálogos não foram ainda alvo de uma análise estruturada e aprofundada, apesar da importância que possuem para as empresas do sector do Vestuário. Assim, decidiuse estudar os elementos que definem o nível de qualidade estética e gráfica dos catálogos de vestuário. Analisaram-se catálogos de marcas portuguesas e internacionais da indústria da moda cuja qualidade é reconhecida pelos profissionais de design. Como resultado desse estudo foi criada a Matriz AQC - Matriz de Avaliação da Qualidade dos Catálogos Produto e a Matriz AQC – Matriz de avaliação da Qualidade dos Catálogos Imagem.

Feiras e exposições internacionais: um estudo exploratório dos fatores de decisão e motivação de participação numa feira internacional

Dissertação apresentada ao Instituto Superior de Contabilidade e Administração do Porto para obtenção do Grau de Mestre em Empreendedorismo e Internacionalização Orientada por Prof. Doutor José Freitas Santos

Marca institucional: a gestão da marca no contexto de uma IPSS

Relatório de Estágio apresentado ao Instituto Superior de Contabilidade e Administração do Porto para a obtenção do Grau de Mestre em Assessoria de Administração Orientadora: Doutora Isabel Ardions

A case study on the eco-efficiency performance of a composite processing industry: evaluation and quantification of potential improvements

In this study, an attempt was made in order to measure and evaluate the eco-efficiency performance of a pultruded composite processing company. For this purpose the recommendations of World Business Council for Sustainable Development (WCSD) and the directives of ISO 14301 standard were followed and applied. The main general indicators of eco-efficiency, as well as the specific indicators, were defined and determined. With basis on indicators’ figures, the value profile, the environmental profile, and the pertinent eco-efficiency ratios were established and analyzed. In order to evaluate potential improvements on company eco-performance, new indicators values and eco-efficiency ratios were estimated taking into account the implementation of new proceedings and procedures, at both upstream and downstream of the production process, namely: i) Adoption of a new heating system for pultrusion die-tool in the manufacturing process, more effective and with minor heat losses; ii) Recycling approach, with partial waste reuse of scrap material derived from manufacturing, cutting and assembly processes of GFRP profiles. These features lead to significant improvements on the sequent assessed eco-efficiency ratios of the present case study, yielding to a more sustainable product and manufacturing process of pultruded GFRP profiles.

Assessing the eco-efficiency of a composite processing industry: evaluation and quantification of potential improvements’

In this study, an attempt was made in order to measure and evaluate the eco-efficiency performance of a pultruded composite processing company. For this purpose the recommendations of World Business Council for Sustainable Development (WCSD) and the directives of ISO 14301 standard were followed and applied. The main general indicators of eco-efficiency, as well as the specific indicators, were defined and determined. With basis on indicators’ figures, the value profile, the environmental profile, and the pertinent ecoefficiency’s ratios were established and analyzed. In order to evaluate potential improvements on company eco-performance, new indicators values and eco-efficiency ratios were estimated taking into account the implementation of new proceedings and procedures, both in upstream and downstream of the production process, namely: a) Adoption of new heating system for pultrusion die in the manufacturing process, more effective and with minor heat losses; c) Recycling approach, with partial waste reuse of scrap material derived from manufacturing, cutting and assembly processes of GFRP profiles. These features lead to significant improvements on the sequent assessed eco-efficiency ratios of the present case study, yielding to a more sustainable product and manufacturing process of pultruded GFRP profiles.

A quest for the right word enhancing reflexivity and technology in terminology training

INTED2010, the 4th International Technology, Education and Development Conference was held in Valencia (Spain), on March 8, 9 and 10, 2010.

Sustainability Improvement of a composite materials’ industry through recycling and re-engineering process approaches

Recent Advances in Mechanics and Materials in Design

Relação entre a idade e os efeitos da reabilitação cardíaca em pacientes coronários: efeitos de um programa de reabilitação cardíaca de 2 anos (fase III) em parâmetros avaliados em provas de esforço

OBJECTIVO: Analisar a influência da Idade nos efeitos de um Programa de Reabilitação Cardíaca Fase III, em pacientes coronários, analisando Provas de Esforço. METODOLOGIA: Amostra constituída pelo Grupo Meia-idade, <65 anos, e Grupo Idosos, ≥65 anos, tendo sido recolhidos o Índice de Massa Corporal, Velocidade e Inclinação máximas, Tempo de Prova, VO2 máximo teórico, Tensão Arterial basal, máxima e de recuperação, Frequência Cardíaca máxima, Percentagem da Frequência Cardíaca máxima teórica, Duplo Produto máximo e Tempo de Recuperação. RESULTADOS: Sem diferenças significativas, entre os dois grupos, em nenhum parâmetro. CONCLUSÕES: A Idade não influenciou os efeitos do Programa de Reabilitação Cardíaca.

Produção de biodiesel via catálise heterogénea básica

Mestrado em Engenharia Química. Ramo Tecnologias de Protecção Ambiental.

Auditoria energética à indústria têxtil do Ave

A Indústria Têxtil do Ave S.A. (ITA) dedica-se, desde 1948, à produção de componentes têxteis para pneus em forma de fio torcido (corda) e tela. Estes componentes são quimicamente activados e impregnados em estufas, possibilitando assim a posterior adesão ao pneu. A máquina de impregnar corda Single End é composta pelos grupos de estiragem, por um recipiente contendo a solução química e por 4 estufas em série. A máquina de impregnar tela Zell é composta pelos grupos de estiragem, pelos acumuladores de saída e entrada, pelos recipientes com as soluções químicas e por um grupo de 7 estufas em série. O aquecimento das estufas é feito através da queima de gás natural. O presente trabalho teve como objectivo a realização de uma auditoria energética à ITA com um especial destaque às máquinas de impregnar corda (Single End) e tela (Zell). As correntes de entrada que contribuem para a potência térmica de impregnação são a combustão do gás natural, o ar de combustão, o ar fresco, o artigo em verde e as soluções químicas. As correntes de saída correspondem aos gases de combustão e exaustão, ao artigo impregnado e às perdas térmicas. A auditoria à máquina Single End mostrou que a potência térmica de impregnação é de 413,1 kW. Dessa potência térmica, 77,2% correspondem à combustão do gás natural, 6,7% ao ar de combustão, 15% ao ar fresco, 0,7% às cordas em verde e 0,4% à solução química. Da potência térmica de saída, 88,4% correspondem aos gases de combustão e exaustão, 3,2% às cordas impregnadas e 8,4% às perdas térmicas. Da auditoria à máquina Zell observou-se que a potência térmica de impregnação é de 5630,7 kW. Dessa potência, 73,3% corresponde à combustão do gás natural, 1,6% ao ar de combustão, 24,5% ao ar fresco, 0,3% à tela em verde e 0,3% às soluções químicas. Da potência térmica de saída, 65,2% correspondem aos gases de combustão e exaustão, 3,1% à tela impregnada e 31,7% às perdas térmicas. Foram sugeridas como medidas de optimização a redução dos caudais de exaustão das estufas e o aumento de temperatura do ar fresco. O aumento da temperatura do ar fresco da máquina de impregnar Single End para 50 ºC, usando ar quente dos torcedores, leva a uma poupança de 0,22 €/h, com um período de retorno do investimento de 13 anos e 4 meses enquanto o aumento para 120 ºC, usando o calor dos gases de combustão e exaustão, reduz os custos em 0,88 €/h, sendo o período de retorno para esse investimento de 2 anos e 6 meses. Na máquina de impregnar Zell, uma redução de 15% no caudal de exaustão numa das estufas leva a ganhos de 3,43 €/h. O aumento de temperatura do ar fresco para 45 ºC, usando o calor de gases de combustão e exaustão, leva a uma poupança de 9,93 €/h sendo o período de retorno para cada uma das duas sugestões de investimento de 5 meses e 9 meses.