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.

Sexualidade e saúde mental: construindo sentidos entre pessoas usuárias de um CAPS

When expressed by mental health services users, sexuality is typically denied by professionals, viewed as another symptom or as if these people are not capable of practicing it. Once Brazilian health professionals haven’t shown lots of investment in this theme, and few are the studies in this field, it is necessary the attention to be focused on researches involving this public. Therefore, the main goal of this study was understand the meanings of sexuality of the mental health services users, which were negotiated in sexuality workshops. The secondary goals were: a) understand the meanings of themes about sexuality brought by users through their experiences of everyday life; b) to evaluate the facilitating experience of the workshops on sexuality at CAPS. Thus, 10 workshops on sexuality were held, with an average of an hour and twenty minutes each, distributed from December 2014 and April 2015. There were 43 participants, 29 women and 14 men. The meetings had the following central themes: sexuality; sexuality and mental health; myths, beliefs and sexual taboos; gender identity; sexual orientation; sexual and reproductive rights; safe sex; and STD/AIDS. The data collection was through audio-recording of these meetings. Later, was made the transcript of the workshops, a careful reading of these transcripts and then its analysis. It was identified categories to analyze the interfaces that permeate the focus of the study. Initially, the categories relating to mental health and sexuality: meanings about sexuality; gender issues; gender and religion; sexual rights, STD/AIDS prevention and attention or denial of sexuality at CAPS. Later, those relating to the workshops facilitating process: challenges in facilitating the workshops; and the perception of the participants. A variety of meanings about sexuality could be noticed in the users’ statements, relating it more with affection and respect than with intercourse. The gender issues that emerged during the workshops were related to marital relationship, sexism, domestic violence, psychological violence and male and female roles in society. Moreover, were also revealed some situations that associated gender differences with religious issues, such as the submission of women and homosexuality. It was also noticed some experiences of the participants involving worrying situations of family violence, suicidal ideation and chemical castration, were often mismanaged or ignored by the service professionals. With regard to the facilitation of the workshops, it was possible to legitimize it as places where users were able to talk openly about the suggested themes and highlight its importance to the study site. Besides, it’s possible to list a few challenges of its facilitation in a mental health service, which was in general positively evaluated by the participants. Thus, the research highlights the need for sexuality theme discussion in mental health services, in order to understand, discuss and inform the users. Also, it’s important to problematize the stigma created in the theme relation with the users, the professionals and the society, working its specificities and avoiding a pathological bias.

Saúde da população “trans”: uma revisão sistemática da produção teórica brasileira

This dissertation analyzed the existing work on travestility and transsexuality whose problematic research focused on issues related to health and / or health services. For this purpose, a Literature Review Systematized Descriptive in virtual databases was performed: Bank of Higher Education Personnel Improvement Coordination Thesis (CAPES), Brazilian Digital Library of Theses and Dissertations (BDTD), Scielo and PubMed, between the years 1997 and 2014 in Brazil. We used the search terms "transsexual," "transvestite" and "transgender", each associated with the search term "health", in Portuguese and English. Complementing this search, we used the Documentary Analysis methodology to assess pamphlets productions, institutional documents and non-governmental organizations (NGOs), which were incorporated into the discussion. 295 papers were identified, among theses, dissertations and scientific articles. Of these, 223 were excluded and 72 selected for analysis. Thus, it obtained five theses and dissertations 21 on the topic of travestility and 7 theses and dissertations 9 that deal with transsexuality. Among the selected papers, 16 deal with transsexuality and health, 5 address the issue of travestility and health and work, 9 refer to the term "transgender" and "health". Even though it is an emerging field of research, there is an apparent deviation of the speech, previously anchored in questions whose topics are related to confrontation, infection or illness by HIV / AIDS (level of specialized care) for discussions on the health care for transsexuals in the process (level of specialized care). Still, few papers have specific trans attention in primary care associated with a comprehensive health care, with the empowerment of individuals, respecting the power of life, which are configured as important issues for the Public Policy on Health today.

Visão dos profissionais de saúde frente à possibilidade de infecção de HIV/Aids em idosos

The HIV/Aids epidemic is today, in Brazil, a phenomenon of great magnitude and extent. The disease progresses over a physically weakened, and with more complex approach, portion of the population: the elderly. This study has the objective to know the vision of health professionals facing the possibility of HIV/Aids in the elderly. It is a cross-sectional observational study conducted in the city of Uberlandia, Minas Gerais, Brazil, from November 2013 to December 2015, with the participants Doctors, Dental Surgeons and nurses stationed in the Municipal Network of Primary Care, with a sample of 220. Using factor analysis, factors unrelated to the training of health professionals and others directly related; only the latter showed differences between the professions. The investigation of the professional view on the possibility of infection of HIV/Aids in the elderly should be crafted specifically for each type of professional, meeting the specific difficulties of training each degree course. It is crucial the need to update each professional in the health care field in order to be able to make an early diagnosis aimed at protecting the elderly patient's integrity affected by HIV/Aids.