Which communication strategy should a male luxury (fashion) brand – associated with a luxury car brand – develop, in order to increase its awareness in Europe

This work project explores how a male luxury (fashion) brand (subsidiary) that is associated with a luxury car brand (parent company) should develop its communication strategy in order to increase awareness in Europe. For this purpose a quantitative research was conducted. The aim was to find out whether the company in question had low brand awareness among European luxury consumers. Hereafter, a qualitative research revealed important insights in regard to luxury communication among male luxury consumers. Both the results of the research and the recommendations of luxury experts laid the foundation for the development of a solution-oriented communication strategy. The result of the analysis crystallizes the importance of the shared heritage and the synergistic effects, of which the subsidiary should make vast use when communicating.

How to increase brand value expanding the category and brand presence to the main meal occasion for Sumol- Compal

Having registered negative retail value growth of 4% in Portugal in 2014, the juice category is set to decline further by 5,5% until 2019. Manufacturers of juices and nectars are therefore increasingly looking for new categories in order to balance this negative forecast in their home territory. One apparent growth opportunity for Compal, the leading producer of juices and nectars, is to expand its commercial reach to new occasions of consumption. This report carefully analyzes the opportunities related to an expansion to the main meal occasion and introduces a complete marketing and communications plan for a possible new main meal juice, Compal à Mesa. The product concept represents a rather premium positioning for the main meal occasion, including new flavor mixes that are targeted at different occasions of meals. The justification of the introduced concept includes a discussion of the primary and secondary research that was performed

Code name

The present case-study concerns about the analysis of the sale of Banif Mais, the sub-holding of Banif Group for specialized credit activity, taking into account the bank’s financial situation in 2014. In 2011, Portugal was submitted to an external finance programme carried out by troika which imposed very restricted measures to the financial sector. Subsequently, Banif was not able to accomplish the required results having to appeal to Government financing, being under a recapitalization plan since 2012.

Influence of employee volunteering on brand commitment

Purpose – The purpose of this paper is to explore the impact of corporate volunteering on employee bonding and to understand the barriers and motivation to participation in these events. In contrast to other studies the participants volunteer in their spare time without expecting any financial reward. Design/methodology/approach – Employees (n 3951) of a logistic company participated in the study based on an online questionnaire with 6 items and open questions. The employee sample was divided into 3 groups depending on the frequency of participation in volunteering events. Findings – Significant differences were found on bonding between the three groups. In addition, the relevance of control variables like gender, age and job level were obtained. Furthermore a moderation effect of motivation was found. The results were interpreted within the broader context that ties motivation theory, organizational identification and social exchange theory.

Vanamea GEN. NOV. FOR Livoneca symmetricaVAN NAME,1925, (CRUSTACEA, ISOPODA, CYMOTHOIDAE) AND A REDESCRIPTION OF THE SPECIES BASED ON SPECIMENS FROM BRAZILIAN PIRANHAS

Studies of the cymothoid isopod Livoneca symmetricaVan Name, 1925, showed that this species has characters that preclude its inclusion in LivonecaLeach, 1818, or in any other known genus. The species is redescribed on the basis of male and female specimens from the mouth cavities of Amazonian piranhas (Serrasalmus spilopleura(Kner) and S. elongatusKner) and Vanameagen. nov. is proposed for it. The new genus is defined as having: a cephalon that is not immersed in pereonite 1; mandibles that are "foot-shaped" and without incisors, pereopods that are long and unequal in size and shape; a pleon that is not immersed in the pereon; and a pleotelson that is inflated anteriorly and medially.

Kiehl's brand advocates

Field lab: Business project

The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic

This project aims to explore the Portuguese Beauty and Cosmetics market, and to discuss the usage and purchase behaviour of young female adults, between 18 and 26 years old. After a market analysis based on secondary data, it evaluates the results of qualitative and quantitative research based on 9 interviews and 126 online questionnaires to explore the consumers’ reasoning when choosing products from this category – fragrances, skin care or make-up – as well as their attitude towards brands, with a special focus on the premium cosmetics brand Lancôme. Contrary to our expectations there was no statistically significant positive influence of the online touchpoints within this age segment’s purchase intention. However, results indicate that Lancôme is already being perceived by some as young and modern, but is still suffering the threat of Mass Market brands that are valued by this target, mainly due to a price sensitivity towards premium beauty brands.

Branding e comunicação de uma marca de moda feminina: estudo de caso: a Maragata

Dissertação de mestrado em Design e Comunicação de Moda

Magnetoliposomes based on manganese ferrite nanoparticles as nanocarriers for antitumor drugs

Manganese ferrite nanoparticles with a size distribution of 26 ± 7 nm (from TEM measurements) were synthesized by the coprecipitation method. The obtained nanoparticles exhibit a superparamagnetic behaviour at room temperature with a magnetic squareness of 0.016 and a coercivity field of 6.3 Oe. These nanoparticles were either entrapped in liposomes (aqueous magnetoliposomes, AMLs) or covered with a lipid bilayer, forming solid magnetoliposomes (SMLs). Both types of magnetoliposomes, exhibiting sizes below or around 150 nm, were found to be suitable for biomedical applications. Membrane fusion between magnetoliposomes (both AMLS and SMLs) and GUVs (giant unilamellar vesicles), the latter used as models of cell membranes, was confirmed by F¨orster Resonance Energy Transfer (FRET) assays, using a NBD labeled lipid as the energy donor and Nile Red or rhodamine B-DOPE as the energy acceptor. A potential antitumor thienopyridine derivative was successfully incorporated into both aqueous and solid magnetoliposomes, pointing to a promising application of these systems in oncological therapy, simultaneously as hyperthermia agents and nanocarriers for antitumor drugs.

Magnetoliposomes based on manganese ferrite nanoparticles as nanocarriers for antitumor drugs

Publicado em "NanoPT2016 book of abstracts"

Presence of dual diagnosis between users and non-users of licit and illicit drugs in Brazil

ABSTRACT Objective Investigate the occurrence of dual diagnosis in users of legal and illegal drugs. Methods It is an analytical, cross-sectional study with a quantitative approach, non-probabilistic intentional sampling, carried out in two centers for drug addiction treatment, by means of individual interviews. A sociodemographic questionnaire, the Alcohol, Smoking and Substance Involvement Screening Test (ASSIST) and the Mini-International Neuropsychiatric Interview (MINI) were used. Results One hundred and ten volunteers divided into abstinent users (group 1), alcoholics (group 2) and users of alcohol and illicit drugs (group 3). The substances were alcohol, tobacco, crack and marijuana. A higher presence of dual diagnosis in group 3 (71.8%) was observed, which decreased in group 2 (60%) and 37.1% of drug abstinent users had psychiatric disorder. Dual diagnosis was associated with the risk of suicide, suicide attempts and the practice of infractions. The crack consumption was associated with the occurrence of major depressive episode and antisocial personality disorder. Conclusion It was concluded that the illicit drug users had a higher presence of dual diagnosis showing the severity of this clinical condition. It is considered essential that this clinical reality is included in intervention strategies in order to decrease the negative effects of consumption of these substances and provide better quality of life for these people.

Mecanismos neurobiologicos involucrados en la sensibilizacion emocional inducida por abstinencia a drogas de abuso y estrés. Neurobiological mechanisms involved in emotional sensitization induced by withdrawal from drugs of abuse and stress.

El objetivo principal de este proyecto es estudiar los mecanismos neurobiológicos involucrados en el proceso de sensibilización emocional inducido por la abstinencia a drogas de abuso o por la exposición a un estímulo estresante de caracteristicas incontrolables. El modelo animal de sensibilización a utilizar en este proyecto es la facilitación en la formación de memoria de miedo producida por dichos tratamientos. Nuestra hipótesis sugiere que este proceso es el resultado de un mecanismo desinhibitorio de las interneuronas GABAérgicas del complejo basolateral de la amigdala. Por lo tanto se proponen los siguientes experimentos: 1) El estudio del curso temporal del efecto facilitador sobre la formación de una nueva memoria de miedo luego de la abstinencia a drogas o la exposición a un estímulo estresante (inmovilización). 2) La evaluación de la liberación"in vivo" de dopamina del complejo basolateral de la amigdala durante la adquisición y la expresión de la memoria de miedo en animales previamente expuestos a la abstinencia o al estres. 3) El estudio de la infusión local de antagonistas de receptores dopaminérgicos en el complejo basolateral de la amígdala (BLA) o en el nucleo central de la amígdala (CeA) antes del estrés sobre la adquisición y la expresión de una memoria de miedo. 4) La determinación de la actividad de ERK 1/2 y CREB en el complejo basolateral de la amigdala o en el nucleo central de la amígdala durante la adquisición y la expresión de una memoria de miedo en animales abstinentes o estresados. 5)El estudio de la infusión local de inhibidores de la MEK 1/2 en el complejo basolateral de la amigdala o en el nucleo central de la amígdala antes del estrés sobre la adquisición y la expresión de una memoria de miedo. La facilitación para generar memorias de miedo podría ser un componente crítico del síndrome de abstinencia al etanol responsable de las altas tasas de recurrencia asociadas con el alcoholismo. Por lo tanto se investigará el efecto de la evocación de la memoria de miedo sobre la autoadministración de etanol utilizando un paradigma de libre elección entre agua y soluciones de concentración creciente de etanol en animales en abstinencia al etanol. Con el objeto de investigar si las propiedades reforzantes del etanol están involucradas en el potencial aumento de la ingesta de etanol inducido por la evocación de una memoria de miedo, se evaluará el efecto reforzante de etanol utilizando el paradigma de preferencia por un contexto asociado al etanol.

Influencia de aines sobre marcadores de osteoartrosis. Antiinflammatory drugs influence on osteoarthritis markers.

La osteoartritis es una enfermedad crónica y degenerativa del cartílago articular con elevada prevalencia en pacientes mayores de 60. En su etiología confluyen alteraciones mecánicas y bioquímicas del sistema músculo-esquelético que provocan disbalance entre síntesis y degradación condral., con deterioro y pérdida tisular. El cartílago articular es un tejido paucicelular. Sus escasos condrocitos se dispersan en una matriz moduladora bioquímica y morfológica. La homeostasis osteocondral resume acciones estimulantes, inhibidoras y reguladoras de citokinas e interleukinas Son péptídos liberados por las membranas celulares al líquido sinovial, que difunden hacia el cartílago en tanto órgano blanco. Importante avance en la fisiopatología de la inflamación fue el descubrimiento del rol del óxido nítrico (ON) derivado metabólico de la arginina por acción de las ON-Sintasas (ONS). Estimula la producción de colagenasas (MMP-1), que intensifican la resorción de proteoglicanos En OA también aumenta el factor de necrosis tumoral TNFa, rápidamente activado por su enzima convertidora TACE. Objetivo Evaluar efectos de antiinflamatorios sobre cultivo de cartílago articular de pacientes con osteoartritis y cuantificar in vitro producción de MMPs, relación NO2/NO3. IL6 y TNFa. Material y métodos: En sobrenadante de los cultivos se determinarán por espectrofotometría niveles de NO-2 y NO-3 (Griess et al, 1992) y usando ELISA doble sándwich la actividad de colagenasa (MMP-1), IL-6 y TNF-a, contrastadas con anticuerpos monoclonales .Los parámetros obtenidos con y sin agregado de fármacos, se correlacionarán con la microscopía óptica.

Mecanismos apoptóticos desencadenados por vitamina D y drogas que deplecionan glutatión en células de cáncer de mama. Apoptotic mechanisms triggered by vitamin D and glutathione depleting drugs in breast cancer cells.

El cáncer de mama es una de las neoplasias más frecuentes de nuestro medio. El calcitriol y sus análogos son una alternativa nueva al uso convencional de antiestrógenos como quimioterapia. Sin embargo, los efectos hipercalcemiantes, secundarios a su aplicación, constituyen una limitación para su uso. Este proyecto está orientado al conocimiento de las bases moleculares antiproliferativas del uso del calcitriol en forma conjunta con drogas que deplecionan glutatión (GSH) tales como menadiona (MEN) y DL-butionina-S,R-sulfoximina (BSO). La hipótesis que se sostiene es que MEN y BSO, al disminuir el contenido de GSH, generan estrés oxidativo el cual puede potenciar el efecto antineoplásico del calcitriol, permitiendo lograr un mayor efecto antiproliferativo con dosis menores del secoesteroide, evitándose los efectos hipercalcemiantes. El objetivo general de este proyecto es dilucidar los mecanismos moleculares de apoptosis desencadenados por calcitriol (D) y/o drogas que deplecionan GSH (MEN o BSO) sobre las células de cáncer de mama MCF-7 en cultivo. Para ello, se tratarán células MCF-7 con concentraciones variables de D (en ausencia y presencia de MEN ó BSO) a diferentes tiempos. Se medirá proliferación celular mediante las técnicas de incorpororación de bromodeoxiuridina y de violeta de cristal. Se analizará el ciclo celular por medio de técnicas de citometría de flujo. Se determinará la participación tanto de la vía intrínseca como de la vía extrínseca de apoptosis. El contenido de GSH y la medición de las actividades del sistema antioxidante se llevará a cabo con técnicas espectrofotométricas. La expresión proteica de diversas caspasas se analizará por Western blots y la expresión génica por transcriptasa reversa-reacción en cadena de la polimerasa. Además, se desarrollarán artificialmente tumores de mama en ratas y se aplicará el tratamiento combinado midiéndose el efecto antitumoral mediante análisis histológicos. Se espera que el tratamiento combinado inhiba la proliferación de las células MCF-7, a través de incremento en la producción de especies reactivas derivadas del oxígeno involucrando la participación de las principales vías apoptóticas, extrínseca e intrínseca. En consecuencia, habría desrregulación de la función mitocondrial. Las defensas antioxidantes podrían estar alteradas. De ocurrir así, el tamaño de los tumores de mama desarrollados experimentalmente y tratados con el tratamiento combinado, estaría disminuido. La importancia de este estudio consiste en la exploración de una nueva estrategia terapéutica para el tratamiento de cáncer de mama.

Treinamento resistido controla a pressão arterial de ratos hipertensos induzidos por l-NAME

FUNDAMENTO: A hipertensão arterial é uma síndrome multifatorial, crônica, causada tanto por fatores congênitos ou adquiridos. OBJETIVO: Avaliar os efeitos do treinamento físico resistido (TR) sobre pressão arterial, reatividade e morfologia vascular de ratos hipertensos induzidos por L-NAME. MÉTODOS: Ratos Wistar machos (200-250 g) foram divididos em 3 grupos: normotenso sedentário (NS), hipertenso sedentário (HS) e hipertenso treinado (HT). A hipertensão foi induzida pela administração de L-NAME (40 mg/kg) na água de beber por 4 semanas. A pressão arterial foi avaliada antes e após o TR. O TR foi realizado utilizando 50% de 1RM, em 3 séries de 10 repetições, 3 vezes por semana, durante quatro semanas. A reatividade vascular foi mensurada em artéria mesentérica superior por curvas concentração resposta ao nitroprussiato de sódio (NPS) e fenilefrina (FEN). Além disso, foram realizadas análises histológicas e estereológicas. RESULTADOS: O TR inibiu o aumento das pressões arteriais média e diastólica. Foi observada uma redução significativa na resposta máxima e na potência da FEN entre os grupos HS e HT. A análise histológica evidenciou aspecto normal para as túnicas íntima, média e adventícia em todos os grupos. Não houve diferença significativa nas áreas do lúmen, da túnica média e total das artérias dos grupos HS e HT em relação ao NS. A razão parede/lúmen arterial do grupo HS apresentou diferença significativa em relação ao NS (p < 0,05), mas esta não foi diferente do HT. CONCLUSÕES: O TR foi capaz de prevenir a elevação da pressão arterial sob as condições deste estudo. Este controle parece envolver a regulação de mecanismo vasoconstritor e a manutenção do diâmetro luminal de ratos hipertensos induzidos por L-NAME.