A influência do design na valorização de marcas: construção de posicionamentos de marcas com foco no público

Anualmente, empresas como a Interbrand anunciam um ranking das marcas mais valiosas. Nesta análise, a empresa leva em consideração factos como a capacidade de a marca influenciar e fidelizar o consumidor. Neste sendo percebe-se o design como um gerador de diferenciação e valor de marcas, por meio da gestão da idendade de marca com foco no consumidor. Neste contexto, notam-se mudanças no comportamento, tanto das empresas que passam a ver no design um meio de alavancar o potencial competitivo, como no consumidor que passa a interagir de modo diferente com as empresas e suas marcas, assim como na atuação do design. Assim, por meio de uma pesquisa exploratória com base em procedimentos bibliográficos, busca-se compreender como o papel do design evoluiu junto as mudanças na sociedade, a fim de proporcionar valor superior as empresas, por meio da identidade de suas marcas.ABSTRACT: Every year companies such as Interbrand announce a ranking of the most valuable brands. In this analysis the company takes into consideration facts such as the ability to influence brand loyalty and consumers. In this way it’s possible to noce design as a generator of differential on and brand value through the management of brand identity with a focus on the consumer. In this context will be noticed changes in the behavior of both companies now see the design a means to leverage the competitive potential, as the consumer starts to interact with different companies and brands so as well as the performance of the design. Thus, through an exploratory research based on published procedures, we seek to understand how the role of design has evolved with the changes in society in order to provide superior value to companies through the identity of its brands.info:eu-repo/semantics/publishedVersio

Endobranding como resultado da gestão de pessoas e de design

Estudos sobre branding mostram que as marcas devem ser criadas de dentro para fora, isto é, do ambiente organizacional interno para o mercado. Da fundação da organização, criação de filosofia, valores, missão e visão ao alcance à expansão de mercados e consolidação da marca, seus colaboradores determinam a qualidade na oferta de produtos e serviços e a entrega ou não da chamada promessa da marca. Este argo objeva discur o termo endobranding (gestão interna de marcas), como resultante da interação entre as áreas de gestão de pessoas e gestão de design. A gestão de pessoas, por administrar o capital intelectual da empresa e corresponder ao canal de ligação entre organização e colaboradores. A gestão de design, por fomentar a cultura de projeto, inovação e lidar com fatores simbólicos, além de responder pelo valor percebido da marca, junto a todos os seus públicos de interesse. O estudo se uliza de pesquisa qualitava, bibliográfica e aplicada, dividida em três fases: na primeira, faz análises diacrônica e sincrônica sobre gestão de pessoas, gestão de design e branding. Na segunda fase, realiza revisão e críca literária para a definição conceitual destas áeras. Na terceira fase, exibe os resultados. Dentre estes, endobranding se apresenta como auxílio à reputação corporava, diminuindo a distância entre a verdadeira idendade da organização e como ele pode ser percebida por seus clientes. Além disto, também contribui para a compreensão do público interno como promotor da marca.ABSTRACT: Studies show that branding brands must be created from the inside out, the internal organizational environment for the market . The foundation of the organizaton , creaton of philosophy, values , mission and vision to reach to market expansion and consolidaton of the brand , its employees determine the quality in the provision of products and services and the delivery of the call or not brand promise . This article discusses the term endobranding ( internal branding ), as resulting from the interacton between the areas of people management and design management . People management for managing the intellectual capital of the company and match the link between organizaton and employees canal. The design management by fostering a culture of design, innovaton and deal with symbolic factors , in addition to responding to the perceived value of the brand, along with all its stakeholders . The study uses qualitative, literature and applied research, divided into three phases: firs , diachronic and synchronic analysis is about managing people , managing design and branding . In the second phase , performs review and literary criticism to the conceptual definition of these Aeras . In the third phase, displays the results. Among these, endobranding is presented as an aid to corporate reputation, decreasing the distance between the true identity of the organization and how it can be perceived by its customers . Moreover, it also contributes to the understanding of the internal public as a promoter of the brand.info:eu-repo/semantics/publishedVersio

A perspectiva de um negócio local sobre a gestão do design e do visual merchandising: análise do café François

A Gestão do Design apresenta um pensamento criavo e possibilita soluções inovadoras para as mais variadas instâncias organizacionais. Dessa forma, busca-se demonstrar aos gestores e empresários os benecios de um plano de Gestão do Design eficaz e, neste caso, a sua relação com o ponto de venda. A concorrência mercadológica permite que o visual merchandising seja uma ferramenta de diferenciação e conquista do consumidor. Portanto, este argo busca identificar a relação existente entre a Gestão do Design e o Visual merchandising aplicado a um estudo de caso de uma boulangerie da cidade de Florianópolis – SC e qual o entendimento do proprietário sobre estes assuntos. Através de levantamento bibliográfico sobre os dois temas-chave, entrevista com o empresário e visitas ao local é descrita a pesquisa proposta. Por meio do comportamento da organização em estudo e, como objetivo secundário, será compreendida em que nível se encontra a preocupação com o ponto de venda enquanto ferramenta da Gestão do Design e contato direto com o consumidor e como as ações da marca se refletem neste espaço.ABSTRACT : The Design Management presents a creative thinking and provides innovative solutions for the most varied organizational levels. Thus, we seek to demonstrate to managers and business men the benefits of a Design Management effective plan and, in this case, their relaonship with the point of sale. The market competition allows the visual merchandising as a tool of differentiation and achievement of the consumer. Therefore, this article seeks to idenfy the relaonship between the Design Management and Visual merchandising applied to a case of a boulangerie of the city of Florianópolis - SC - Brazil and what is the owner’s understanding about these issues. Through a literature review about the two key issues, an interview with the manager and site visits, this research is described. Through the behavior of the organization under study and, as a secondary objective, it might be understood in wich level is the concern with the point of sale as a tool of Design Management and direct contact with the consumer and how the acons of the brand are reflected in this space.info:eu-repo/semantics/publishedVersio

Charm Production in DPMJET

In this work, charm production in the {\sc dpmjet} hadronic jet simulation is compared to experimental data. Since the major application of {\sc dpmjet} is the simulation of cosmic ray-induced air showers, the version of the code integrated in the CORSIKA simulation package has been used for the comparison. Wherever necessary, adjustments have been made to improve agreement between simulation and data. With the availability of new muon/neutrino detectors that combine a large fiducial volume with large amounts of shielding, investigation of prompt muons and neutrinos from cosmic ray interactions will be feasible for the first time. Furthermore, above $\gtrsim 100$ TeV charmed particle decay becomes the dominant background for diffuse extraterrestrial neutrino flux searches. A reliable method to simulate charm production in high-energy proton-nucleon interactions is therefore required.Comment: 10 pages, to be published in JCA

Search for squarks and gluinos with the ATLAS detector in final states with jets and missing transverse momentum using √s=8 TeV proton-proton collision data

A search for squarks and gluinos in final states containing high-p T jets, missing transverse momentum and no electrons or muons is presented. The data were recorded in 2012 by the ATLAS experiment in s√=8 TeV proton-proton collisions at the Large Hadron Collider, with a total integrated luminosity of 20.3 fb−1. Results are interpreted in a variety of simplified and specific supersymmetry-breaking models assuming that R-parity is conserved and that the lightest neutralino is the lightest supersymmetric particle. An exclusion limit at the 95% confidence level on the mass of the gluino is set at 1330 GeV for a simplified model incorporating only a gluino and the lightest neutralino. For a simplified model involving the strong production of first- and second-generation squarks, squark masses below 850 GeV (440 GeV) are excluded for a massless lightest neutralino, assuming mass degenerate (single light-flavour) squarks. In mSUGRA/CMSSM models with tan β = 30, A 0 = −2m 0 and μ > 0, squarks and gluinos of equal mass are excluded for masses below 1700 GeV. Additional limits are set for non-universal Higgs mass models with gaugino mediation and for simplified models involving the pair production of gluinos, each decaying to a top squark and a top quark, with the top squark decaying to a charm quark and a neutralino. These limits extend the region of supersymmetric parameter space excluded by previous searches with the ATLAS detector

Measurement of the production of a W boson in association with a charm quark in pp collisions at √s = 7 TeV with the ATLAS detector

The production of a W boson in association with a single charm quark is studied using 4.6 fb−1 of pp collision data at s√ = 7 TeV collected with the ATLAS detector at the Large Hadron Collider. In events in which a W boson decays to an electron or muon, the charm quark is tagged either by its semileptonic decay to a muon or by the presence of a charmed meson. The integrated and differential cross sections as a function of the pseudorapidity of the lepton from the W-boson decay are measured. Results are compared to the predictions of next-to-leading-order QCD calculations obtained from various parton distribution function parameterisations. The ratio of the strange-to-down sea-quark distributions is determined to be 0.96+0.26−0.30 at Q 2 = 1.9 GeV2, which supports the hypothesis of an SU(3)-symmetric composition of the light-quark sea. Additionally, the cross-section ratio σ(W + +c¯¯)/σ(W − + c) is compared to the predictions obtained using parton distribution function parameterisations with different assumptions about the s−s¯¯¯ quark asymmetry

Search for the standard model Higgs boson in the H to ZZ to 2l 2nu channel in pp collisions at sqrt(s) = 7 TeV

A search for the standard model Higgs boson in the H to ZZ to 2l 2nu decay channel, where l = e or mu, in pp collisions at a center-of-mass energy of 7 TeV is presented. The data were collected at the LHC, with the CMS detector, and correspond to an integrated luminosity of 4.6 inverse femtobarns. No significant excess is observed above the background expectation, and upper limits are set on the Higgs boson production cross section. The presence of the standard model Higgs boson with a mass in the 270-440 GeV range is excluded at 95% confidence level.Comment: Submitted to JHE

Combined search for the quarks of a sequential fourth generation

Results are presented from a search for a fourth generation of quarks produced singly or in pairs in a data set corresponding to an integrated luminosity of 5 inverse femtobarns recorded by the CMS experiment at the LHC in 2011. A novel strategy has been developed for a combined search for quarks of the up and down type in decay channels with at least one isolated muon or electron. Limits on the mass of the fourth-generation quarks and the relevant Cabibbo-Kobayashi-Maskawa matrix elements are derived in the context of a simple extension of the standard model with a sequential fourth generation of fermions. The existence of mass-degenerate fourth-generation quarks with masses below 685 GeV is excluded at 95% confidence level for minimal off-diagonal mixing between the third- and the fourth-generation quarks. With a mass difference of 25 GeV between the quark masses, the obtained limit on the masses of the fourth-generation quarks shifts by about +/- 20 GeV. These results significantly reduce the allowed parameter space for a fourth generation of fermions.Comment: Replaced with published version. Added journal reference and DO