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 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.

Identity – towards a conceptualization

The development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Snehota, 1989, 1995). A correct perception and management of identity is necessary to achieve distinctiveness in the competitive environment. This way, identity is influenced by relations with stakeholders in general and particularly with competitors. The ICIG concept states that identity is related with the values of the organization and it helps creating distinctiveness in the competitive environment (Van Riel, Balmer, 1997); Baker and Balmer (1997) state that identity is what the organization is; Suvatjis and de Chernatony (2005) refer that expressing identity is a dynamic process that evolves the use of a management model to face context changes; Kapferer (1991) states that brand identity is the project, the self conception of the brand. After reviewing and confronting literature under the plethora of identities’ concepts and perspectives (He, Balmer, 2007) one can’t find an integrative answer with all the elements that contribute to identity of organizations. The authors are strongly interested to contribute to the elimination of this limitation and to answer to strategic management needs. In a marketing context one can find: - the corporate identity approach that is focused in the distinctive attributes of an organization (Abratt, Balmer, Marwick e Fill, Stuart, Balmer and Gray, Alessandri, Suvatjis and de Chernatony) - the brand identity approach (related with the application of corporate identity studies to brands) - Kapferer, Semprini, Aaker, de Chernatony). Kapferer (1991), one of the most prolific authors in this field was the first author to integrate identity in a brand concept. In his view, identity is an emission concept. This idea is shared also by Aaker (1996). Yet, identity has to be managed in a competitive environment which is constantly changing. After reviewing and confronting literature, authors select concepts that are generally accepted by the investigators in order to design a model to analyze and manage identity: - corporate identity models: personality, image/reputation, culture, philosophy, mission, strategy, structure, communication - some of these concepts derive from identity models and others from identity management models; - brand identity models – Kapferer (1991, 2008) identity prism, witch is basis of literature in this field: culture, physical facet, personality, relationship (between brand and consumer), reflected consumer, consumers` self-concept. After discussion authors decide to include other concept in line with other authors` view: country of origin (Aaker, 1996). A discussion eliminates the twin concepts and the final selection is as follows: personality, image/reputation, culture (including philosophy and mission), strategy, structure, communication, culture, physical facet, relationship (between brand and consumer), reflected consumer, consumers` self-concept and according to authors` reflections “relationships” deriving from competitors` actions in competitive environment. Competitors’ actions and decisions have a stronger influence in the organizations` positioning than any other stakeholder as stated before. This is a work in progress towards a new model in identity analysis and management so an exploratory study will follow inquiring experts on identity in order to evaluate these concepts and correct the theoretical perspectives.

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.

Os referenciais de segurança da informação e a melhoria contínua: um caso exploratório

Mestrado em Engenharia Informática - Área de Especialização em Arquitecturas, Sistemas e Redes

Estudo relativo à utilização dos Equipamentos de Medida e Precisão (EMP) nas ações de manutenção da frota F-16

Esta dissertação foi realizada, tendo como objecto de estudo a utilização de equipamentos de Medida e Precisão, em diversas áreas da manutenção da Base Aérea Nº 5. Como hipótese de trabalho, no âmbito da dissertação do Mestrado de Engenharia Instrumentação e Metrologia, foi proposta a elaboração de um estudo, tendo em vista, uma melhoria das capacidades da organização demonstrar certos requisitos no âmbito da gestão e controlo de equipamentos de Medida e Precisão. Assim, a metodologia utilizada para a realização desta dissertação, partiu da análise do estado da arte nas normas internacionais, da regulamentação emitida pela Força Aérea Portuguesa e no estudo das práticas em uso na manutenção da Base Aérea Nº 5, assim como, nos atuais meios de execução e controlo dessa gestão num sistema integrado de “gestão de conteúdos”. Foram realizados diversos trabalhos, tendo como objectivo uma melhoria no processo de gestão de Equipamentos de Medida e Precisão, com resultados imediatos, tais como um novo portal de metrologia, e-mail de informação sobre Equipamentos de Medida e Precisão e certificados digitais. Seguidamente, forma apresentados os resultados do estudo e demonstrada a necessidade de implementar um processo de recall, para as acções onde são usados Equipamentos de Medida e precisão. Na dissertação, são utilizadas terminologias aeronáuticas, por as mesmas serem comuns no seio da organização, assim como, consonantes com a prática usual na indústria de manutenção aeronáutica militar no mundo.

Contexts-management strategy in considering the security in urban computing based on urban design

Urban Computing (UrC) provides users with the situation-proper information by considering context of users, devices, and social and physical environment in urban life. With social network services, UrC makes it possible for people with common interests to organize a virtual-society through exchange of context information among them. In these cases, people and personal devices are vulnerable to fake and misleading context information which is transferred from unauthorized and unauthenticated servers by attackers. So called smart devices which run automatically on some context events are more vulnerable if they are not prepared for attacks. In this paper, we illustrate some UrC service scenarios, and show important context information, possible threats, protection method, and secure context management for people.

Coordination between mid-term maintenance outage decisions and short-term security-constrained scheduling in smart distribution systems

Distribution systems are the first volunteers experiencing the benefits of smart grids. The smart grid concept impacts the internal legislation and standards in grid-connected and isolated distribution systems. Demand side management, the main feature of smart grids, acquires clear meaning in low voltage distribution systems. In these networks, various coordination procedures are required between domestic, commercial and industrial consumers, producers and the system operator. Obviously, the technical basis for bidirectional communication is the prerequisite of developing such a coordination procedure. The main coordination is required when the operator tries to dispatch the producers according to their own preferences without neglecting its inherent responsibility. Maintenance decisions are first determined by generating companies, and then the operator has to check and probably modify them for final approval. In this paper the generation scheduling from the viewpoint of a distribution system operator (DSO) is formulated. The traditional task of the DSO is securing network reliability and quality. The effectiveness of the proposed method is assessed by applying it to a 6-bus and 9-bus distribution system.

Integration of e-portfolios in learning management systems

The LMS plays a decisive role in most eLearning environments. Although they integrate many useful tools for managing eLearning activities, they must also be effectively integrated with other specialized systems typically found in an educational environment such as Repositories of Learning Objects or ePortfolio Systems. Both types of systems evolved separately but in recent years the trend is to combine them, allowing the LMS to benefit from using the ePortfolio assessment features. This paper details the most common strategies for integrating an ePortfolio system into an LMS: the data, the API and the tool integration strategies. It presents a comparative study of strategies based on the technical skills, degree of coupling, security features, batch integration, development effort, status and standardization. This study is validated through the integration of two of the most representative systems on each category - respectively Mahara and Moodle.

Accommodation management system using mobile devices

Os dispositivos móveis são pessoais, intransmissíveis e cada vez mais utilizados, tornando-se assim numa boa ferramenta para a realização de um conjunto de serviços na indústria hoteleira. Entre esses serviços que necessitam da identificação pessoal, encontram-se a possibilidade do cliente reservar um quarto ou utilizar o serviço de quartos. Atualmente é muito utilizado, nos locais de alojamento, um smart card que possibilite ao cliente ter acesso a alguns dos serviços disponíveis. O objetivo deste documento é apresentar uma alternativa ao sistema de cartões, utilizando para o efeito, dispositivos móveis. De modo a garantir a segurança e uma utilização semelhante ao sistema de cartões existentes foi utilizada a tecnologia NFC (Near Field Communication) que, ao permitir o modo de emulação de cartão, facilita a transação do sistema de smart card existente, para o da utilização de dispositivos móveis na realização das mesmas funções. Mais concretamente, será abordada a utilização de smartphones para o processo de abertura de portas. Para que exista uma melhor compreensão e para que haja um conhecimento das suas capacidades e limites foram estudados casos de uso da tecnologia NFC. Este documento apresenta ainda os processos de desenvolvimento de uma aplicação nativa para o sistema operativo Android, cujo objetivo é proporcionar ao cliente de um local de alojamento um novo modo de acesso ao quarto, utilizando a tecnologia NFC. Para além desta funcionalidade a aplicação permite ainda ao utilizador fazer reservas, fazer o check-in, fazer o check-out entre outras. Posteriormente serão apresentadas as conclusões e possíveis trabalhos futuros.

An Enhanced WLAN Security System With FPGA Implementation for Multimedia Applications

Maintaining a high level of data security with a low impact on system performance is more challenging in wireless multimedia applications. Protocols that are used for wireless local area network (WLAN) security are known to significantly degrade performance. In this paper, we propose an enhanced security system for a WLAN. Our new design aims to decrease the processing delay and increase both the speed and throughput of the system, thereby making it more efficient for multimedia applications. Our design is based on the idea of offloading computationally intensive encryption and authentication services to the end systems’ CPUs. The security operations are performed by the hosts’ central processor (which is usually a powerful processor) before delivering the data to a wireless card (which usually has a low-performance processor). By adopting this design, we show that both the delay and the jitter are significantly reduced. At the access point, we improve the performance of network processing hardware for real-time cryptographic processing by using a specialized processor implemented with field-programmable gate array technology. Furthermore, we use enhanced techniques to implement the Counter (CTR) Mode with Cipher Block Chaining Message Authentication Code Protocol (CCMP) and the CTR protocol. Our experiments show that it requires timing in the range of 20–40 μs to perform data encryption and authentication on different end-host CPUs (e.g., Intel Core i5, i7, and AMD 6-Core) as compared with 10–50 ms when performed using the wireless card. Furthermore, when compared with the standard WiFi protected access II (WPA2), results show that our proposed security system improved the speed to up to 3.7 times.

Segurança de Redes em Sistemas de Experimentação Remota

O crescimento dos sistemas de informação e a sua utilização massiva criou uma nova realidade no acesso a experiências remotas que se encontram geograficamente distribuídas. Nestes últimos tempos, a temática dos laboratórios remotos apareceu nos mais diversos campos como o do ensino ou o de sistemas industriais de controlo e monitorização. Como o acesso aos laboratórios é efectuado através de um meio permissivo como é o caso da Internet, a informação pode estar à mercê de qualquer atacante. Assim, é necessário garantir a segurança do acesso, de forma a criar condições para que não se verifique a adulteração dos valores obtidos, bem como a existência de acessos não permitidos. Os mecanismos de segurança adoptados devem ter em consideração a necessidade de autenticação e autorização, sendo estes pontos críticos no que respeita à segurança, pois estes laboratórios podem estar a controlar equipamentos sensíveis e dispendiosos, podendo até eventualmente comprometer em certos casos o controlo e a monotorização de sistemas industriais. Este trabalho teve como objectivo a análise da segurança em redes, tendo sido realizado um estudo sobre os vários conceitos e mecanismos de segurança necessários para garantir a segurança nas comunicações entre laboratórios remotos. Dele resultam as três soluções apresentadas de comunicação segura para laboratórios remotos distribuídos geograficamente, recorrendo às tecnologias IPSec, OpenVPN e PPTP. De forma a minimizar custos, toda a implementação foi assente em software de código aberto e na utilização de um computador de baixo custo. No que respeita à criação das VPNs, estas foram configuradas de modo a permitir obter os resultados pretendidos na criação de uma ligação segura para laboratórios remotos. O pfSense mostrou-se a escolha acertada visto que suporta nativamente quaisquer das tecnologias que foram estudadas e implementadas, sem necessidade de usar recursos físicos muito caros, permitindo o uso de tecnologias de código aberto sem comprometer a segurança no funcionamento das soluções que suportam a segurança nas comunicações dos laboratórios remotos.