El Branding a les empreses familiars turístiques: El cas del Grup Mas de Torrent

El projecte estudia la influència de la família en el procés de creació d’una marca cooperativa (branding) d’una empresa familiar turística, així com en l’activitat empresarial que desenvolupa. Aquest es centra en el Grup Mas de Torrent

Employer attractiveness from a generational perspective: Implications for employer branding

ABSTRACT This study aimed to identify the employer attractiveness factors prioritized by different generations: Baby Boomers, Generation X, and Generation Y. The survey was conducted with a sample of 937 professionals, working in various areas and companies, most of them were managers and had a high education level. The Employer Attractiveness Scale proposed by Berthon et al. (2005) was adopted and the results indicate that, when choosing a company, the generations under study have specific features regarding the attractiveness attributes they prioritize. It was also observed that Generation Y discriminates and ranks such attributes more clearly than the others. Possible implications for employer branding and research limitations are discussed at the end of the article.

Immigration and contested nation-building : explaining the political salience of immigration in multi-national societies

Multi-national societies present a complex setting for the politics of immigration, as migration’s linguistic, economic and cultural effects may coincide with existing contestation over nationhood between sub-units and the central state. Empirically, though, political actors only sometimes, and in some places, explicitly connect the politics of immigration to the stakes of multi-level politics. With reference to Canada, Belgium and the United Kingdom, this paper examines the conditions under which political leaders link immigration to ongoing debate about governance in multi-national societies. The paper argues that the distribution of policy competencies in the multi-level system is less important for shaping immigration and integration politics than is the perceived impact (positive or negative) on the sub-unit’s societal culture or its power relationship with the center. Immigration and integration are more often politicized where center and sub-unit hold divergent views on migration and its place in national identity.

Cape Verde An Emerging Nation

Cape Verde is an emerging nation with a truly transformational development agenda. Since achieving independence in 1975, it has evolved into a stable democracy, making considerable progress in terms of growth of gross domestic product (GDP) and income per capita, as well as on human development indicators. At the end of 2007, the country graduated from the UN’s Least-Developed Country (LDC) Group, and in 2008 it acceded to the World Trade Organization (WTO).

Design Gráfico na Construção da Identidade visual da Marca Turística em City Branding.

Esta dissertação apresenta um estudo sobre a participação de Design Gráfico no projeto de identidade visual das marcas turísticas de cidades. O foco recai sobre a coerência da visualidade gráfica da marca com relação ao posicionamento socioeconômico e cultural das cidades, como instâncias de empreendimentos turísticos. O estudo do posicionamento das marcas de cidades foi baseado no livro Competitive Identity (ANHOLT, 2007), também, em Anholt city branding index (2006) e nas atualizações parciais desse índice (ANHOLT, 2009 e 2011). Além disso, as marcas gráficas de 30 cidades e os respectivos dados sobre seu posicionamento, como empreendimentos turísticos, foram coletadas em websites oficiais das cidades na internet. Tendo como base essas 30 cidades com um a marca gráfica turística da cidade, foi proposta uma classificação visual dessas baseando-se em três principais categorias: Categorização conceitual; a Categorização cinéticosensorial; Categorização visual. Com base nessas informações e na classificação da visualidade das marcas gráficas pesquisadas, foi realizado um estudo comparado, visando estabelecer coerências entre a comunicação visual da marca gráfica e o posicionamento socioeconômico e cultural das cidades turísticas. Diante disso, apresentam-se em destaque as marcas das cidades São Paulo e Melbourne, como um exemplo nacional e outro internacional da criatividade gráfica aplicada e da coerência entre o posicionamento do empreendimento turístico e a identidade visual da marca

A leverage theory of reputation building with co-branding: Complementarity in reputation building

We present a leverage theory of reputation building with co-branding. We showthat under certain conditions, co-branding that links unknown firms in a new sectorwith established firms in a mature sector allows the unknown firms to signal a highproduct quality and establish their own reputation. We compare this situationwith a benchmark in which both sectors are new and firms signal their qualityonly with prices. We investigate how this comparison is affected by the nature ofthe technology linking the two sectors and a cross-sector inference problem thatconsumers might face in identifying the true cause of product failure. We find thatco-branding facilitates the process in which a Þrm in the new sector to signal itsproduct quality only if the co-branding sectors produce complementary inputs andconsumers face a cross-sector inference problem. We apply our insight to economicsof superstars, multinational firms and co-authorship.

Branding i new media: l’experiència de la marca a través d’Instagram

El propòsit d’aquesta recerca és el de dur a terme una exploració sobre la creació i el disseny estratègic d’una experiència de marca a través d’Instagram, entesa com una eina de branding en el paradigma de la nova comunicació. En segon terme, la investigació vol descobrir si les característiques i factors personals dels usuaris d’Instagram determinen la seva predisposició a participar en experiències de marca. La hipòtesi es confirma en les característiques estudiades (una elevada ràtio de fotografies compartides i una alta freqüència d’ús de l’aplicació).