Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

In a highly connected society, avid for information and technological innovations, constantly changing the consumption patterns, the brand management strategy occupies a growing place. Allied with the increased competition among companies, the brand that can differentiate in consumers’ minds becomes strong. This aspect is even more important in the service industry, where the consumer experience, the definition and support of the brand’s values are vital to the continued strength of both your identity and image. These aspects are seen as a process of communication in which the way the image is developed in the minds of consumers comes from how identity is constructed and transmitted to them (DE CHERNATONY; DRURY; SEGAL-HORN, 2004). Considering the dynamic and complex scenario, this study aims to identify and analyze the possible convergences or divergences between the identity built by the organization and the brand image perceived by consumers of a telecommunications services company. To achieve this objective, the model proposed by De Chernatony, Drury and Segal-Horn (2004) was used as a theoretical basis, which addresses the transformation of identity in brand image, specifically under the perspective of Pontes (2009). For him, customers are more motivated to buy and consume products that they believe that take a complementary image that they have of themselves, and proposes the existence of multiple selves: the perceived, which refers to the employees and the organization’s management opinions on the brand; the ideal, which deals with effective brand identity thought by its leaders, the vision of what it should be; social, which shows how managers think that consumers see it; the apparent, formed by the image of the brand by customers; and finally the real self, that would be an integrated composite of all of these visions. In this regard, a case study was made in a telecommunications company with regional actions, from a qualitative and quantitative approach. It was identified the company’s vision through semi-structured interviews with marketing managers and analysis of documents related to the brand strategy. The point of view of consumers was addressed for text mining techniques applied to internal unstructured data coming from the collection of posts made on Facebook and Twitter, related to the brand, and customer interaction with the company through these social networks. The results showed the importance of the concepts of identity and brand image, and how they are interrelated. Moreover, the qualitative analysis it was shown that the vision of marketing executives is quite close and in line with the Brand Book, showing that there is a cohesive and well disseminated speech internally in the organization. On the other hand, when evaluating the customer's point of view there was no specific comments on the brand, and it was not possible to identify the evaluation of Algar Telecom image by consumers. Nevertheless, other relevant aspects could be identified for the consolidation of the brand identity, as the occurrence of a number of complaints, especially regarding the internet as well as the concern of customers for the quality of the provision of services.

A nasalidade no dialeto quilombola do Norte de Minas: uma análise contrastiva baseada em corpus

This research investigated the nasality of vowels in the spontaneous speech of inhabitants of the quilombola communities of Brejo dos Crioulos and Poções (MG). As a theoretical framework, we based on the assumptions of Phonetics and Phonology, in renowned scholars on the investigation of nasality (CAGLIARI, 1977; CÂMARA JR., 1984, 2013; BISOL, 2013; ABAURRE; PAGOTTO, 1996; SILVA, 2015), with subsidies of the Corpus Linguistics. Its general goal was to investigate the occurrence of nasality, in the dialect of these quilombola communities, and their linguistic behavior, considering the linguistic factors that can interfere in the phenomenon. Specifically it was aimed to a) detect the occurrence of nasalized vowels with the help of the resources that the Corpus Linguistics provides (Praat and WorldSmith Tolls); b) discriminate the different types of occurring contexts of nasalized vowels; c) make quantitative and qualitative analyzes of the nasalized vowels in the study corpus; d) describe and analyze the behavior of nasalized vowels and; e) contrast the values of F1 and F2 of the oral and nasalized vowels. It was hypothesized that the nasality happens because it is conditioned by the nasal segment following the nasalized vowel - phonological process of “assimilation” - its position as the primary stress and grammatical category. It was believed that the quilombolas communities of Brejo dos Crioulos and Poções produce nasalized vowels in their speech and this linguistic phenomenon is favored by the adjacent presence of consonants or nasal vowels. Furthermore, it was hypothesized that the values of F1 and F2 of oral and nasalized vowels in these communities are distinct. The following research questions were elaborated: (i) is the presence of nasalized vowels in the speech of these quilombola communities conditioned to the presence of a nasal sound segment? (ii) does the nasal sound segment following the nasalized vowel favor the occurrence of the nasality phenomenon? is there a difference between the values of F1 and F2 of the oral and nasalized vowels in both quilombola communities considered? To compose our corpus, 24 interviews recordings were used (12 female speakers and 12 male speakers), a total of 24 participants. It was found that the following nasal sound segment tends to condition the nasalized vowel. In general, it assimilates the lowering of the soft palate of nasal consonant segment immediately following, but there are cases of nasal vowel segment - regressive assimilation; the stressed syllable tends to favor the nasality, but it occurs in pretonic and postonic position as well; F1 and F2 values of oral and nasalized vowels in the quilombola communities of Poções and Brejo dos Crioulos are distinct: the group of Brejo dos Crioulos tends to produce the F1 of oral and nasalized vowels more lowered than the group of Poções and the F2, in a more anterior position. The nasality tends to occur in verbs and nouns, although it is not specific to a grammatical category. This research found cases of spurious nasalization, confirming previous studies. In turn, it revealed cases of lexical items with favorable context for nasalization, but with its non-occurrence. This last case, considered as the lowering of the uniform soft palate in PB, presented pronounced vowels without the soft palate lowering. That is, it was detected variation in the phenomenon of nasalization in PB. With this work, it was promoted the discussion about nasality, in order to contribute to the linguistic studies about the functioning of Brazilian Portuguese in this geographical context.