Brand Concept
Mostrando 13-24 de 25 artigos, teses e dissertações.
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13. Comunicação integrada de marketing como estratégia de construção da personalidade de marca: a análise qualitativa de uma empresa têxtil
This study aimed at evaluating how the Integrated Marketing Communications (IMC) strategy contributes to the construction a brand personality The case study of a textile company was developed through the analysis of the evolution and development of the concept; the characteristics and relevance of the IMC in the global scene and the practical application of
Publicado em: 2008
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14. Reputação corporativa e desempenho financeiro: uma análise do contexto brasileiro
The concept of corporate reputation is often used to represent a group of intangible assets. Some of them are: the companys brand, its products quality, the motivation and knowledge of its employees and its main clients. We can notice that, through the review of corporate reputations literature, there are many different views about the concept reputation and
Publicado em: 2008
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15. COMMUNITY CORPORATE SOCIAL MARKETING: A STUDY ON THE INTEGRATION CENTER OF THE PETROCHEMICAL COMPLEX IN RIO DE JANEIRO / MARKETING SOCIAL CORPORATIVO COMUNITÁRIO: UM ESTUDO SOBRE O CENTRO DE INTEGRAÇÃO DO COMPLEXO PETROQUÍMICO DO RIO DE JANEIRO
Concept social responsibility practiced by companies has gone through paradigms regarding economic-legal, it goes through the ethical-philanthropic set of ideas and having as a highlight point the detachment from proactive social responsibility, incorporated to the corporate decision process and attentive to relationships with stakeholders. Corporate social
Publicado em: 2008
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16. A gestão de marcas como referencial competitivo: um estudo de caso da marca Cafés do Brasil
The purpose of this work is to analyze the activities Brazil uses to build the brand Cafés do Brasil to conquer a privileged position, changing the image of a great exporter of quantity instead of quality. Colombia will be a standard of comparison, because its brand Café de Colombia is well recognized as a case of success, especially in the largest coffee
Publicado em: 2007
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17. Conceituando a marca pela enunciação: uma proposta do campo da comunicação
Esta dissertação apresenta os resultados de uma pesquisa de mestrado, de caráter fundamental, buscou construir uma teorização e conceituação para a marca a partir do campo da comunicação e da perspectiva teórica da produção de sentido, desenvolvida por Eliseo Verón. A marca é entendida como um fenômeno discursivo cujo sentido, decorrente de su
Publicado em: 2007
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18. O Estado e o terceiro setor na prestação dos serviços de cuidados paliativos : a relação da secretaria de saúde e a ABRACE no Distrito Federal
In view of the Third Sector expansion, especially of the NGOs that work with social services, studies about the meanings and consequences of this expansion, as well as its relation with the State roles concerning to the citizenship rights, are necessary. Thinking about it, and articulating it with the idea that the Palliative Cares must be considered as a he
Publicado em: 2007
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19. A marca na moda jovem: a relevância da experiência colateral na eficácia comunicativa da marca
The identity of Fashion brand, especially in young universe, is build by several information that are beyond the commercialized clothes. To understand the complexity and therefore to get more knowledge about this phenomena, the present research intends to analyze the relevance of Collateral Experience - theoretical concept from Charles Sanders Peirce in his
Publicado em: 2007
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20. Avaliação de resultados de ações de marketing de relacionamento / Results evaluation of relationship marketing actions
The relationship marketing begins on 1980?, stimulated by the spreading concurrency, market growing stagnation and technological development. The relationship marketing actions have the purpose of narrowing the contact between company and client, stimulating the client fidelity and looking for rentability from a series of negotiations with the same client ov
Publicado em: 2007
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21. Use(s) of the new tecnologies in an education program for in-service teachers: possibilities, control and appropriations. / Uso(s) das novas tecnologias em um programa de formação de professores: possibilidades, controle e apropriações
This work presents the results of an investigation concerning the uses of interactive media utilized in the PEC - Formação Universitária Municípios, a high education program for inservice primary teachers, which ended its activities in December 2004. The program is part of the current public policies in education that have encouraged the implementation o
Publicado em: 2007
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22. Agentes Estressores e Níveis de Stress da Homossexualidade Feminina / Stress agents and level of stress in female homosexuality
In this presentation, submitted for the Master degree in Clinical Psychology, the author presents a study concerning the levels of stress and the stress-generating agents of female homosexuality, together with the theoretical-methodological referential of the Phenomenology. The study is justified by the current scenery, in which the homosexual trend is still
Publicado em: 2006
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23. Análise da relação franqueador-franqueado em redes de franquias de alimentos.
This dissertation investigates the organization architecture of franchise chains in Brazil, particularly in food franchising. We analyze the organizational architecture by means of a set of variables that allows to classify franchise chains in accordance with the typology of franchising generations, as it is usual in the franchising literature. In order to p
Publicado em: 2005
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24. ¿''Globalización sostenible''? Desarrollo sostenible como pegamento para el montón de cristales trizados del neoliberalismo
During the World Summit on Sustainable Development, held in Johannesburg by mid 2001, it was clearly observed that our understandings and practices concerning sustainable development are on a dead end. This is due to the fact that the much more dynamic processes of neo-liberal globalization and of world restructuring had been ignored, including the new legit
Ambiente & Sociedade. Publicado em: 2003