Brand Experience Proposition: Bridging Branding and Service Design

Brands exist at the intersection between the meaning proposition made by the organization, and customer’s perceptions. For the company, the brand is a proposition, a promise of a future experience; for the customer, the brand is the outcome of their experiences with the brand touchpoints. Brand and Customer Experience are therefore essentially connected. In that context, Service Design may provide the means to support the development of the interactions through which the customers experience the brand. Conversely, Service Design can also profit from branding’s link to the business strategy. Yet, a gap between Service Design and Branding literature and practice persists. This paper argues for a stronger link between Service Design and Branding, focusing on the means to use of the brand as a guide in the design process. By exploring the relation between Service Design and Branding, this paper introduces the concept of Brand Experience Proposition. Next, a systematic literature review highlights the gap between the disciples. Two case studies presenting the development and utilization of Brand Experience Proposition in Service Design follows, further supporting the concept. Finally, key activities for bridging the gap between the Brand and the Customer Experience are discussed

Interação entre ciência e tecnologia no Brasil: notas sobre a relação entre P&D industrial e a importância das universidades para as empresas

This communication investigates the interaction between firms and universities in the Brazilian industry, looking for "partial connections" between science and technology in the Brazilian system of innovation. This communication presents two special tabulations prepared by the IBGE, using data from PINTEC. The resulting tables focus the relationship between industrial R&D and the relevance of universities for firms. The results confirm the conjecture that as firms engage in R&D they increase the relevance of universities for their innovative activities. And the continuous engagement in R&D multiplies the relevance of universities.innovation systems, Industrial R&D, universities

UV/Tio2 photocatalytic reactor for real textile wastewaters treatment

Textile dye wastewaters are characterized by strong colour, salts and other additives, high pH, temperature, chemical oxygen demand (COD) and biodegradable materials. Being aesthetically and environmentally unacceptable, these wastewaters need to be treated before their discharge. Anaerobic bioprocesses have been proposed as being environmentally friendly and relatively cheap; however, when applied to real effluent with a complex composition, they can fail. In this study, a photoreactor combining UV light and TiO2, immobilized in cellulosic fabric, was applied for the treatment of two industrial textile wastewaters. High colour and COD removal, and detoxification, were achieved for both wastewaters, at controlled pH of 5.5. Effluents showed very poor biodegradability due to their complex composition; thus, the proposed process is an efficient alternative

Codex : desenhos e grafias de universos ficcionais

O presente trabalho de conclusão de curso busca compilar e analisar as reflexões e atravessamentos presentes no projeto que desenvolvi de 2018 até 2023, intitulado CODEX. Os trabalhos são desenhos sobre papel, e por meio destes, desenvolvi um universo ficcional, abordando os conceitos dos códices, escrita assêmica, concept art, rework, multiversos e construção de narrativas visuais por meio de elementos visuais gráficos, com expografia voltada para a interação entre obra e espectador.The present thesis aims to compile and analyze the reflections and insights present in the project I developed from 2018 to 2023, entitled CODEX. The works consist of drawings on paper, through which I created a fictional universe, addressing the concepts of codices, asemic writing, concept art, rework, multiverses, and the construction of visual narratives through graphic visual elements, with an exhibition focused on the interaction between artwork and spectator

Interactions between firms and universities in an immature system of innovation: a survey of industrial R&D-performers firms in Minas Gerais, Brazil

This paper presents preliminary results from a survey of R&D-performer industrial firms located in the state of Minas Gerais, Brazil. The inspiration for this research comes from the Yale Survey (Klevorick et all, 1995) and from the Carnegie Mellon Survey (Cohen et all, 2002), for these Surveys are groundwork for the study of interactions between universities and firms. The objective of this Minas Gerais Survey (MG Survey, henceforth) is the investigation of specific characteristics of the interaction between universities and firms in an 'immature national system of innovation'. The first section summarizes the theoretical questions putted forward by this investigation, specially the role of universities in immature NSIs. The second section investigates the Brazilian NSI using data from the IBGE’s PINTEC, focusing the R&D performer firms in Brazil and the importance of universities and public research institutes as source of knowledge for industrial innovation. This second section presents data that highlight the position of Minas Gerais in the Brazilian NSI and helps to define the MG Survey research universe. The third section summarizes the issues involved in the adaptation of the Yale and the Carnegie Mellon questionnaires to the Brazilian reality and in the identification of the R&D-performer firms in Minas Gerais. The fourth section presents the MG Survey results. The fifth section concludes the paper.systems of innovations, interactions between science and technologies

Diferenciação intersetorial na interação entre empresas e universidades no Brasil: notas introdutórias sobre as especificidades da interação entre ciência e tecnologia em sistemas de inovação imaturos

This article presents results based on special tabulations prepared by IBGE, using data from PINTEC in order to focus on the interaction between firms and universities in the Brazilian industry. The basic hypothesis states that the relevance of universities as a source of information to the firms’ innovation activities is greater when firms are engaged in R&D activities (both internal and external). The hypothesis is not rejected neither for the general industry nor for inter-sectorial analysis.systems, industrial R&D, universities

Influ??ncia da mortalidade e da estrutura et??ria na cobertura previdenci??ria

A cobertura previdenci??ria ?? um importante mecanismo de prote????o social, pois as pessoas cobertas t??m garantia de renda nas situa????es em que est??o impedidas de trabalhar, tais como invalidez, gravidez e nas idades mais avan??adas, e, seus dependentes ficam resguardados por pens??o no caso de morte do segurado. Por isso, muitas pol??ticas p??blicas t??m buscado ampliar a propor????o de pessoas protegidas socialmente. Entretanto, apesar de v??rios fatores poderem fazer com que a propor????o de pessoas cobertas varie, os estudos, em geral, apontam apenas os fatores associados ao mercado de trabalho e pouco discorrem sobre a influ??ncia dos fatores demogr??ficos na cobertura previdenci??ria. Contudo, mesmo que as taxas de filia????o previdenci??ria de duas popula????es sejam iguais, em virtude de desigualdades nos fatores demogr??ficos, as coberturas n??o s??o necessariamente as mesmas. Portanto, este trabalho tem por prop??sito verificar se os fatores demogr??ficos ??? neste caso, a mortalidade e a estrutura et??ria ??? podem influenciar a cobertura previdenci??ria por aposentadoria e mostrar de que maneira eles contribuem para que existam varia????es nesta cobertura. Para essas an??lises, foram escolhidos cinco estados brasileiros: Amazonas, Alagoas, Rio de Janeiro, Rio Grande do Sul e Mato Grosso. Para verificar a contribui????o da mortalidade na cobertura, compararam-se as coberturas previdenci??rias de cada Estado obtidas a partir de proje????es do estoque de aposentadorias de 2000, nas quais se utilizou dois n??veis diferentes de mortalidade e se sup??s que os demais fatores fossem constantes. P??de se confirmar, a contribui????o da estrutura et??ria na cobertura ??? atrav??s do emprego da t??cnica de decomposi????o da diferen??a entre taxas ??? e o efeito deste fator no diferencial de cobertura entre os Estados, e, entre os sexos. Os resultados obtidos mostram que a mortalidade e estrutura et??ria influenciam o n??mero de aposentados, e, como estes fatores demogr??ficos s??o diferenciados, eles contribuem para que a cobertura dos estados varie. Assim, conclui-se que, para uma determinada taxa espec??fica de entrada em aposentadoria, quanto menor for o n??vel da mortalidade ?? qual uma popula????o est?? submetida, maior ser?? o n??mero de aposentados e maior poder?? ser a cobertura previdenci??ria. Al??m disso, estruturas et??rias mais envelhecidas contribuem para que a cobertura previdenci??ria seja mais elevada, e, o efeito da composi????o et??ria nas diferen??as de cobertura dever?? ser maior quanto mais diferente forem as estruturas et??rias das popula????es comparadas