Reposicionamento da marca Portugal

RESUMO: A Marca de um País também vende. A imagem de um País é nos dias de hoje um activo muito importante para a sua economia. Uma marca é uma promessa feita ao consumidor, é o ponto de referência de todas as impressões, positivas e negativas adquiridas ao longo do tempo. O Marketing é a ferramenta que deverá percepcionar, estudar e apresentar factores de diferenciação, mostrar e convencer os consumidores das qualidades de um produto ou serviço. A realidade impõe uma atenção especial ao tema e a Marca Portugal teve um boom de programas de desenvolvimento e de promoção a partir dos anos 90 do séc. XX. O responsável pela gestão da Marca Portugal é o Governo, através da AICEP, Agência para o Investimento e Comércio Externo de Portugal, que tem como missão aumentar a notoriedade de Portugal, dinamizando o investimento estruturante e a internacionalização das empresas, criando condições competitivas e estimulando a exportação no Mercado Global, diversificando a oferta dos produtos e os Países de Destino. A falta de estratégia e os planos mal sucedidos, são alguns dos erros apontados à gestão da Marca Portugal, mas é determinante assumir claramente que a assumpção da Marca e o seu Reposicionamento é um vector estratégico para o desenvolvimento do País. Portugal tem boas referências, na indústria, nos serviços, tem produto, que podem ajudar a promover a imagem global de Portugal e contribuir para o aumento das receitas, seja das exportações, do Turismo ou do Investimento Estrangeiro. Portugal precisa de um Plano de Marketing e de uma entidade gestora de Marca, que garanta uma gestão eficaz da Marca Portugal, integrada e articulada com todos os produtos e serviços estratégicos para a exportação ou para o consumo interno. Esta dissertação apresenta um Modelo de Reposicionamento da Marca Portugal que agrega todos os pontos positivos que Portugal possui, como, a sua capacidade de vendas, o seu potencial para se investir, o que há para ser visitado, e desenvolve um programa sério e transversal que promova Portugal no estrangeiro e que atraia investidores e visitantes. ABSTRACT: The Brand of a Nation also sells. The image of a country is, nowadays, an important asset for its economy. A brand is a promise made to the consumer; it is the reference point for all impressions, positive and negative acquired over time. Marketing is the tool that must perceive, study and present differentiation factors, must show and convince consumers about the qualities of a product or service. Reality demands a special attention to this topic and the Portugal Brand experienced a development and promotion program boom since the 20th Century 90’s. Currently, the figure in charge of the management of the Portugal Brand is the Government, through AICEP, whose mission is to increase the notoriety of Portugal, captivating structural investment and the internationalization of enterprises, mainly small and medium businesses, creating competitive conditions and stimulating exports to the Global Market, diversifying product offer and Destination Countries. Some errors have been pointed out in the management of the Portugal Brand, such as lack of strategy and unsuccessful plans, but it is imperative to irrevocably understand that Brand assumption and its Repositioning is a strategic vector for the development of the Country. Portugal has good references, either in industry, or services, has product, that help promoting Portugal’s global image and contributing to an increase in revenues, either in exports, Tourism or Direct Investment. Portugal needs a Marketing Plan and a Brand management entity, such as a Brand strategic executive council, to ensure an effective management of the Portugal Brand, integrated and articulated with all the products and services flagged as strategic assets for exportation or domestic use. This thesis presents a Repositioning Model of the Portugal Brand that aggregates all positive aspects that Portugal has, such as sale capacity, potential for investment, lots of places to visit, and develops a serious and transversal program to promote Portugal abroad and to attract investors and visitors alike.

O controlo de álcool e drogas e a sinistralidade laboral nos comboios de Portugal: tratamento dos dados

Embora o objectivo de redução de acidentes laborais seja frequentemente invocado para justificar uma aplicação preventiva de testes de álcool e drogas no trabalho, há poucas evidências estatisticamente relevantes do pressuposto nexo de causalidade e correlação negativa entre a sujeição aos testes e os posteriores acidentes. Os dados dos testes e dos acidentes ocorridos com os colaboradores de uma empresa transportadora portuguesa, durante anos recentes, são explorados, em busca de relações entre estas e outras variáveis biográficas. Os resultados preliminares obtidos sugerem que a sujeição a testes aleatórios no local de trabalho está associada a menos acidentes posteriores que os ocorridos na ausência desses testes, e que existe uma frequência óptima de testes acima da qual não se verifica redução de acidentes que justifique o investimento em aumento de testes. - Although the aim of reducing occupational accidents is frequently cited to justify preventive drug and alcohol testing at work, there is little statistically significant evidence of the assumed causality relationship and negative correlation between exposure to testing and subsequent accidents. Data mining of tests and accidents involving employees of a Portuguese transportation company, during recent years, searches for relations between these and other biographical variables. Preliminary results indicate that being subjected to random testing in the workplace is associated with fewer subsequent accidents that occur in the absence of such tests, and also that there is an optimum frequency of tests, above which there is no reduction of accidents to justify an increase of investment in testing.

O pensamento económico do António Vieira : um mar de pensamentos na busca de soluções para Portugal

Os múltiplos Vieiras que se manifestam nas cartas e sermões demonstram como um homem do Seis centos poderia se inserir nas questões temporais e espirituais. Mas, como Vieira afirmava, ele não era um homem comum, havia poucos Vieiras. A atuação multifacetada do religioso era em parte a expressão da Companhia de Jesus e de um dos seus representantes que defendia os interesses da monarquia portuguesa. A compreensão do pensamento econômico de Vieira se circunscreve dentro de faixas lineares, estabelecidas conforme a conjuntura.

Sagrados monumentos - relíquias de mártires e de santos em Portugal

Neste estudo, o autor propõe-se avaliar a problemática, centrada na realidade histórica de Portugal, das práticas devocionais em torno das relíquias de mártires e de santos.Depois de se propor uma síntese global sobre a evolução, em tempos medievais, deste universo religioso, passa-se à avaliação de um caso, o do Convento de Jesus de Setúbal, de monjas colectinas, em pleno século XVII, através da exploração de um tipo de recursos geralmente ignorado pelos historiadores: as notícias descritivas dos relicários produzidas em mosteiros e santuários nacionais dessa época. Constituindo uma expressão de devoção religiosa extremamente popular, nesses séculos, nem por isso deixam de merecer a mais profunda adesão das elites clericais e nobiliárquicas católicas.

A OIT, Portugal e a Lusofonia

Sumaria este artigo o contexto do aparecimento da OIT em 1919, descreve a estrutura central e deconcentrad da Organização, realça o seu modo de funcionamento tripartido e os principais traços da sua atividade ao longo de mais de noventa anos de existência. Sistematiza as relações de Portugal com a OIT, relevando o período do Estado Novo em que País froi criticado por ausência de liberdade sindical e o período posterior à Revolução de 1974. As relações intensidicaramse no quadro democrático, consuzindo à abertura de um escritório da OIT m Lisboa que, em articulação com a CPLP, promove o papel da língua portuguesa no seio da Organização e na cooperação técnica com os oito países lusófonos espalhados pelos continentes com cerca de 250 milhões de falantes.

Ser professor de português: o que dizem os discursos reguladores, os alunos e os professores no contexto da formação inicial (UMINHO/Portugal e UFRN/Brasil)

The constitution of being a teacher of Portuguese occurs in a dynamic process involving various factors, such as the requirements of regulatory documents, the context of teacher formation, and the configuration of current society, per se. This study is aimed at reflecting on the initial formation of teachers of Portuguese and on official documents that face this formation, raising the following questions: (1) what does it mean to be a Portuguese teacher? (2) what is the vision of the subjects (teachers and students) involved with the formation of teaching the Portuguese Language? (3) how do these individuals deal with official documents? and (4) how do these subjects discourses relate? To understand the context of the formative processes and the knowledge inherent in them, first we take the studies of Garcia (1999) and Tardif (2002) as a theoretical framework, and to understand and interpret the utterances of the interviewees, we were grounded in the writing of Bakhtin (2003), for whom the object of the Humanities, the sciences of man, is the text, since man is, by nature, an expressive being. We situate this study in the framework of qualitative research. It is a multiple case study that focuses on two contexts: formation of teachers of Portuguese at the University of Minho, Portugal, and the Federal University of Rio Grande do Norte, Brazil. The data that make up the research corpus come from documents elaborated by the Ministries of Education of Portugal and Brazil and were adopted by the two teacher formation institutions cited, from individual interviews involving eight trainer teachers (four from each university), and from two group-interviews (one in each institution), done with students in training. Our analysis is divided into three stages: first, document analysis; second, analysis of the discourse of the teachers in both contexts studied; and, third, analysis of the speech of the students in training. It is noteworthy that our purpose in this research was not to come out with a definition like being a teacher of Portuguese is X, but we are interested, above all, in discussing the issues surrounding initial formation, seeking different points of view, and hearing voices coming from different social positions for better understanding our object of study. Our analysis reveals that the initial formation of teachers of Portuguese, both in Portugal and Brazil, occurs in a complex way, under the influence of various factors, including: (a) difficulties in having the individuals involved adapt to the demands of regulatory agencies; (b) students and teachers adequacy to the organizational model of the post-secondary institution; (c) teachers difficulties to deal with the learning problems of students who have limited schooling basis and come from distinct socioeconomic realities; (d) a search for the establishment of methodologies for teaching and learning the Portuguese Language more adequate to reality; and (e) a search for a definition of professional knowledge needed for the teaching practice

Inês de Castro no romance contemporâneo português

Ines de Castro is a theme in literature from the fourteenth century. The historical fact of his death, in 1355, became a landmark in the history of Portugal and, since then, several literary texts from various genres, have dealt with this theme, this made the couple Pedro and Ines a myth of love passion, of love beyond the barriers of death, like Tristan and Isolde, Romeo and Juliet, Abelard and Heloise. The literary myth - or any picture that mythologize literature - is always prepared before culturally and works in the same way that so many others, this is, as an element of cultural identity, either collectively or individually, making it also a feature poetic. Thereby, is an archetype confirmed through time and eventually reveals a series of webs of the human psyche. Ines de Castro became the Portuguese myth of eternal love: she became queen after your dead. The persistence of the myth makes the love story of Pedro and Ines continue to produce texts of various literary genres. This study examines six contemporary historical novels, to show that the way actually this kind o novel does a new formulacion of Pedro e Ines mythical, because now it s different view likes the victim in Os lusiadas and other texts from the past. Collaborate to this news relacions between history and literature and a novelist's new stance in relation to historical facts that relate like reffering to novel. The intention is to show, through the novels chosen now Ines de Castro have different profiles than it had before in tradicional historic novels from the period of Romanticism and New Romanticism. Authored by Agustina Bessa-Luís, João Aguiar, António Cândido Franco, Seomara da Veiga Ferreira and Luis Rosa, the six novels studied show the circularity cultural of inesian myth showing this new character of the new person Ines in the contemporany historical novel

Sex allocation in the polydomous leaf-cutting ant Acromyrmex balzani

Logistic regression analysis was used to analyse sex allocation in a population of the leaf-cutting ant Acromyrmex balzani occurring in a pasture in southern Brazil. The field sample consisted of 151 fungus-garden chambers (18 queenright and 133 queenless), belonging to 50 nests with three vertically stacked chambers per nest on average. Taking nest chamber as the unit of analysis, seven predictor variables were considered: sampling date, chamber depth, chamber volume, weight of fungus garden, presence of a queen, number of large workers, and number of small to medium workers. The population-level numerical proportion of females was 0.548 and the inferred proportional energetic investment in females 0.672. The former was not significantly different from 0.5 (P=0.168), but the latter was (P=0.0003). The proportional investment in females per fungus garden increased with the number of large workers present (P=0.0002) and decreased with the dry weight of the fungus garden (P=0.012). This implies that resource acquisition through foraging is likely to be a major proximate determinant of sex allocation. The negative correlation between female bias and fungus garden weight might be due to developing adult females requiring more food than males, but this hypothesis could not be confirmed by direct statistical evidence.

Portugal e o iberismo na sociologia política brasileira: miscigenação, patriarcalismo e centralização

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Luís António Verney: o verdadeiro método de estudar: uma contribuição para o ensino em Portugal e no Brasil

Pós-graduação em Educação Matemática - IGCE

Luís António Verney: o verdadeiro método de estudar: uma contribuição para o ensino em Portugal e no Brasil

Pós-graduação em Educação Matemática - IGCE

Different lead sources in an abandoned uranium mine (Urgeirica - Central Portugal) and its environment impact - isotopic evidence

Different lead sources were identified in a large uranium tailings deposit (5Mton) in the Central Region of Portugal using lead isotopic ratios obtained by ICP-QMS. These ratios helped to clarify the different sources of Pb within the tailings deposit and the impact of the tailings on the surroundings. Ten depth profiles were used for isotopic characterization of the tailings deposit; the lead background signature was evaluated in seven regional rocks (granites) and was defined as being 28 +/- 1 mg kg(-1) for Pb bulk concentration and with isotopic ratios of 1.264(2) for Pb-206/Pb-207 and 1.962(7) for Pb-208/Pb-206. In order to understand Pb isotope distribution within the tailings deposit, simple mixing/mass balance models were used to fit experimental data, involving: (1) the background component; (2) uranium ores (pitchblende) characterized by the ratios Pb-206/Pb-207 of 1.914(3) and Pb-208/Pb-206 of 1.235(2); and (3) an unknown Pb source (named 'Fonte 5') characterized by the ratios Pb-206/Pb-207 of 3.079(7) and Pb-208/Pb-206 of 0.715(1). This unknown source showed high radiogenic ratios found in the water of some tailings depth profiles located in a very specific position in the dump. In terms of isotopic characterization, 69% of the deposit material resulted from the background source, 25% from uranium minerals and only 6% from other uranium mines in the region. Finally, the environment impact revealed that the pollution was focused only in the beginning of the stream and not in the surroundings, nor in the groundwater system. The lead in the water was found only in colloidal form with a clear pitchblende signature. Those data revealed possible remobilization phenomena along the bedside and margins of the watercourse.

"Portugal Vale A Pena" Un ritratto senza tempo del portogallo attraverso il prisma dei giornalisti

This dissertation aims at enhancing the cultural and linguistic skills in Portuguese of the author of this work, as it is a third language. This activity is carried out starting from the analysis and research of topics mentioned in a number of texts within a particular literary work, “Portugal Vale A Pena”. In this work, many Portuguese personalities express their vision on their country and state why Portugal matters. Since these texts have many cultural references, it can be assumed that such work of analysis and research can lead to better linguistic skills as well as a greater knowledge of the Portuguese culture. All of the chosen texts were originally written by journalists. This choice originates from the important service these professionals provide to the public as well as from the special role their work has played in my interpreting studies over the last couple of years. Chapter 1 explains why I chose this dissertation and who are the target users of these texts. Chapter 2 focuses on the role of journalists. A brief history of modern journalism is presented and its functions are analysed. This chapter also includes a section that examines which values make an event newsworthy. Attention is then paid to the evolution of Portuguese journalism, from Salazar's dictatorship until today. Teaching of journalism in Portuguese academia is also presented. Then, a selection of Portuguese-language media is offered. Chapter 3 focuses on some aspects of Portugal, with particular attention to its history. Finally, Chapter 4 presents a selection of texts from the original book. This part provides a biography of the authors, a translation with a comment and a presentation of some of the topics from the texts. To conclude, a glossary with words and expressions from the original text is included and their translations into Italian, Spanish and English are provided.

Trichinella britovi in a red fox (Vulpes vulpes) from Portugal

Trichinellosis is one of the most important foodborne parasitic zoonoses, caused by nematodes of the genus Trichinella. Pigs and other domestic and wild animals, including red foxes (Vulpes vulpes), are sources of Trichinella infection for human beings. Trichinella britovi is the major agent of infection in sylvatic animals and the most important species circulating in the European wildlife. The present study aimed at assessing Trichinella spp. infection in red foxes from the North of Portugal. Forty-seven carcasses of wild red foxes shot during the official hunting season or killed in road accidents were obtained between November 2008 and March 2010. In order to identify the presence of Trichinella spp. larvae in red foxes, an individual artificial digestion was performed using approximately 30g of muscle samples. Larvae of Trichinella spp. were detected in one (2.1%) out of the 47 assessed foxes. After a multiplex polymerase chain reaction analysis, T. britovi was molecularly identified as the infecting species. The recognition of T. britovi in a red fox confirms that a sylvatic cycle is present in the North of Portugal and that the local prevalence of Trichinella infection in wildlife must not be ignored due to its underlying zoonotic risks.

The Tomato Processing Industry in Portugal

Portugal is a major producer of tomatoes for processing. Is export industry now ranks 4th worldwide; before the strongly protectionist European Common Market policy initiated in the early 1970s it ranked 3rd. The culture of tomatoes for processing in irrigated areas of Portugal is favored by the dry, warm summer that characterizes Mediterranean climates. In addition the summer in Portugal is not too hot for a good tomato set.