Corporate brand identity – a conceptual redefinition

There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a definition and nine componentscharacterizing corporate brand identity: reputation, culture, positioning, personality, relationships network, presentation style, communication, environmental influences and mission. Some are related with internal and others to external facets. The authorsare strongly encouraged to test these results empirically towards validity and reliability of the proposed construct.CIICES

Using an integrative approach to assess brand identity

There is a wide agreement that identity is a multidisciplinary concept. The authors consider this an opportunity do develop a framework to assess identity. In a marketing context, literature reveals two approaches on identity: one focus on corporate identity and the other focus on branding. The aim of this paper is to integrate these two approaches to develop a synthesis framework to assess brand identity. Based on literature on identity the authors found nine components related to brand identity. Those components are described in this paper as well as the relation they have with brand identity. The authors hope that this synthesis approach contributes to a better understanding of the brand identity, and are very encouraging for refining this framework in the future.CIICES

Identity – towards a conceptualization

The development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Snehota, 1989, 1995). A correct perception and management of identity is necessary to achieve distinctiveness in the competitive environment. This way, identity is influenced by relations with stakeholders in general and particularly with competitors. The ICIG concept states that identity is related with the values of the organization and it helps creating distinctiveness in the competitive environment (Van Riel, Balmer, 1997); Baker and Balmer (1997) state that identity is what the organization is; Suvatjis and de Chernatony (2005) refer that expressing identity is a dynamic process that evolves the use of a management model to face context changes; Kapferer (1991) states that brand identity is the project, the self conception of the brand. After reviewing and confronting literature under the plethora of identities’ concepts and perspectives (He, Balmer, 2007) one can’t find an integrative answer with all the elements that contribute to identity of organizations. The authors are strongly interested to contribute to the elimination of this limitation and to answer to strategic management needs. In a marketing context one can find: - the corporate identity approach that is focused in the distinctive attributes of an organization (Abratt, Balmer, Marwick e Fill, Stuart, Balmer and Gray, Alessandri, Suvatjis and de Chernatony) - the brand identity approach (related with the application of corporate identity studies to brands) - Kapferer, Semprini, Aaker, de Chernatony). Kapferer (1991), one of the most prolific authors in this field was the first author to integrate identity in a brand concept. In his view, identity is an emission concept. This idea is shared also by Aaker (1996). Yet, identity has to be managed in a competitive environment which is constantly changing. After reviewing and confronting literature, authors select concepts that are generally accepted by the investigators in order to design a model to analyze and manage identity: - corporate identity models: personality, image/reputation, culture, philosophy, mission, strategy, structure, communication - some of these concepts derive from identity models and others from identity management models; - brand identity models – Kapferer (1991, 2008) identity prism, witch is basis of literature in this field: culture, physical facet, personality, relationship (between brand and consumer), reflected consumer, consumers` self-concept. After discussion authors decide to include other concept in line with other authors` view: country of origin (Aaker, 1996). A discussion eliminates the twin concepts and the final selection is as follows: personality, image/reputation, culture (including philosophy and mission), strategy, structure, communication, culture, physical facet, relationship (between brand and consumer), reflected consumer, consumers` self-concept and according to authors` reflections “relationships” deriving from competitors` actions in competitive environment. Competitors’ actions and decisions have a stronger influence in the organizations` positioning than any other stakeholder as stated before. This is a work in progress towards a new model in identity analysis and management so an exploratory study will follow inquiring experts on identity in order to evaluate these concepts and correct the theoretical perspectives.CIICES

Corporate brand identity management in a technological faculty – how brand relationships influence students and companies reputations

Identity is traditionally defined as an emission concept [1]. Yet, some research points out that there are external factors that can influence it [2]; [3]; [4]. This subject is even more relevant if one considers corporate brands. According to Aaker [5] the number, the power and the credibility of corporate associations are bigger in the case of corporate brands. Literature recognizes the influence of relationships between companies in identity management. Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in the management of corporate brand identity. Also Keller and Lehman [6] highlight relationships and costumer experience as two areas requiring more investigation. In line with this, the authors intend to develop an empirical research in order to evaluate the influence of relationships between brands in the identity of corporate brand from an internal perspective by interviewing internal stakeholders (brand managers and internal clients). This paper is organized by main contents: theoretical background, research methodology, data analysis and conclusions and finally cues to future investigation.CIICES

Corporate brand identity management – proposal of a new framework

The term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and de Chernatony and McDonald, 1992), gives little attention to the corporate brand” (p. 985). Based on the concepts of corporate brand, brand identity and B2B relationship, the authors are interested in eliminating this gap in literature by designing a framework of corporate brand identity management. The aim of this investigation is to investigate the impact of B2B relationships in corporate brand identity management. The methodology used is quantitative analysis of surveys and scale development. The originality of this paper is to investigate the influence of the relationship between brands in corporate brand identity. This investigation is very important to help the decisions of the corporate brand managers and academics. According to literature, namely on corporate brands (Balmer 2002b, Hatch and Schultz, 2001, 2003) and on brand identity (Kapferer, 1991, 2008, Aaker, 1996, de Chernatony, 1999) the authors developed a corporate brand identity management framework considering relationships between brands a context variable with definite impact on identity management as stated by Hakansson and Snehota (1989, 1995). These authors consider that organisations´ identity management is pursued under a relational perspective with impact on identity management. Most researchers on identity and corporate brand emphasise the importance of external influences (Kennedy, 1977; King, 1991; de Chernatony, 1999; Balmer and Gray, 2000; Balmer, 2002a). Those influences concern legislation, concurrence, political issues... and stakeholders’ perceptions and reputations (due to the holistic approach demanded by corporate brands). In this context the authors claim the importance of another influence: B2B relationships. This decision is inspired in sociological studies (Mannheim, 1950; and Tajfel and Turner, 1979) regarding individual identity. These authors claim that individuals form their personality by interacting in the social field. The authors argue that corporate brand identity also develops itself under a relational approach. The relationships selected to pursue this investigation are the ones that are developed by Portuguese universities and investigation centres that cooperate by developing investigation. Those centres are administrative and financially autonomousCIICES

Pesquisa inclusiva: diálogo alunos-professores como fator de promoção da educação inclusiva

This article focuses on the need for schools to engage with the views of students to better understand learning and teaching. In this sense, the project Erasmus+ ReHaRe, Reaching the ‘Hard to Reach’: including responses to diversity through child-teacher dialogue (2017-2020) is presented. The project adopted a collaborative action research approach, in a European network of schools, which gave students the opportunity to play the role of researchers, participating actively in the educational process, in collaboration with their teachers. The article describes how this collaboration can contribute to the improvement of student participation, the professional development of teachers and the development of more inclusive practices in school. The article addresses two main aspects. First, the ReHaRe project and the Inclusive Inquiry model are presented. The second aspect highlights the relevance of Inclusive Research in increasing children’s participation and learning opportunities, including pupils who are usually considered ‘hard to reach’.Este artigo centra-se na necessidade de as escolas se envolverem com os pontos de vista dos alunos para melhor compreenderem a aprendizagem e o ensino. Neste sentido, é apresentado o projeto Erasmus+ ReHaRe, Reaching the ‘Hard to Reach’: inclusive responses to diversity through child-teacher dialogue (2017-2020)3. O projeto adotou uma abordagem de investigação-ação colaborativa, numa rede europeia de escolas, que proporcionou aos alunos a oportunidade de desempenharem o papel de investigadores, participando ativamente no processo educativo, em colaboração com os seus professores. O artigo descreve a maneira como esta colaboração pode contribuir para a melhoria da participação dos alunos, para o desenvolvimento profissional dos professores e para o desenvolvimento de práticas mais inclusivas na escola. O artigo aborda duas vertentes essenciais. Primeiro, apresenta o projeto ReHaRe e o modelo de Pesquisa Inclusiva. Seguidamente evidencia a relevância da Pesquisa Inclusiva no aumento de oportunidades de participação e de aprendizagem das crianças, incluindo alunos que são normalmente considerados como ‘difíceis de alcançar’

Cinema Lituano: formas e temáticas do cinema contemporâneo na fase de transição URSS/pós-URSS

O cinema lituano produzido durante os anos noventa é um caso exemplificativo do papel dos small cinemas no contexto do cinema europeu. Este caso providencia-nos pistas relativamente à função dos cinemas de pequenas nações enquanto tecnologias de memória cultural transnacionais, com o poder de promoção dos objectivos de inclusão da União Europeia. A análise da produção cinematográfica deste país, neste período, permite, ao mesmo tempo, detectar os problemas que os small cinemas enfrentaram - e ainda enfrentam -, tal como o tipo de estratégias desenvolvidas para lidar com eles. A criação de registos cinematográficos de acordo com as expectativas de formas e conteúdos do público-alvo pretendido, o público e os júris de selecção dos festivais de cinema - um dos principais meios de garantia de distribuição e exibição, tal como de produção de grande parte dos registos cinematográficos dos small cinemas -, é um dos exemplos. Nesse sentido, realça-se a procura pelo meio-termo entre a procura do exotismo do ‘outro’ e a necessidade de correspondência aos quadros de significação hegemónicos/ocidentais, utilizando formas e conteúdos que correspondam tanto à sua ligação ‘ocidental’ como às suas peculiaridades nacionais. No entanto, neste processo, a atenção para com as necessidades e expectativas do público local é significativamente desvalorizada: no caso lituano dos anos 90, as necessidades e expectativas do público, perante a situação de instabilidade social e política, foram, em grande parte, ignoradas pelos realizadores da “vaga de documentário poético”. Ao realizarem registos maioritariamente contemplativos, com formas e conteúdos que não correspondiam aos padrões e às exigências do público nacional, perderam a ligação ao público local, em prol do alcance do público ocidental e da possibilidade de financiamento do exterior. A problemática da concepção deste - tal como de outros - small cinemas enquanto cinemas nacionais ou transnacionais é levantada, tal como, consequentemente, a concepção deste cinema enquanto uma tecnologia da memória cultural. No caso lituano dos anos 90, é possível observar que, ainda que não seja possível classificá-lo enquanto um cinema nacional - pela perda do público local -, este small cinema apresentou, na época - e ainda nos nossos dias -, registos cuja função de transmissão e divulgação de memória cultural é evidente, mesmo que tal seja moldada para a receptividade ocidental - e de acordo com os seus padrões. Estes documentários demonstram características da memória cultural e da identidade nacional lituana e foram um dos primeiros ‘cartões de apresentação’ desta (re)novada nação, no panorama político e social ocidental, tendo, tal como outros small cinemas, a importância de possibilidade de contacto com as histórias, as memórias e as identidades que não pertencem ao discurso hegemónico ocidental.One of the cases that exemplifies the role of small cinemas in the context of european cinema is the lithuanian cinema produced in the 90s. This case provides us some clues regarding the small cinema’s function as transnational cultural memory technologies, with the power of promoting the inclusion goals set by the European Union. At the same time, the analysis of the cinematographic production of this country, in this period, allows us to see the problems that small cinemas had - and still have - to face, as well as the strategies that are developed to deal with them. The development of strategies that allow the creation of movies according to the expectations of forms and contents of their target audience, the public and the selection juris of film festivals, is one of the main examples. This way, the focues in on the achievement of a middle way between the search for the exotic in the ‘other’ and the need to comply to the hegemonic/western signification framework, using forms and contents that show their western connection and their national peculiarities. However, during this process, the focus on the needs and expectations of the local public is significantly lower: in the lithuanian case, the public showed some needs and expectations that were a result of the socially and politically unstable period in which they were living, that were largely ignored by the generation of ‘poetic documentaries’. By making films that were mainly contemplative and metaphorical, with forms and contents that didn’t correspond to the patterns and demands of the national public, they lost this public, on behalf of reaching western audiences and having foreign financial funding possibilities. The issue of the concept of this - as well as other - small cinemas as national cinemas is raised, as well as, consequently, the notion of this cinema as a technology of cultural memory. In the case of lithuanian cinema (in the 90s), it’s possible to see that, even though it can’t be categorized as a national cinema - due to the loss of the national audience -, it has shown, at that time - and even nowadays -, films whose function of transmitting and disclosing cultural memory is quite clear, even though it may be shaped for western receptivity - and according to its patterns. These documentaries show us features of the lithuanian cultural memory and national identity, and were one of the first ‘presentation cards’ of this (re)new(ed) nation, in the western political and social scene, having, as well as other small cinemas, the significance of allowing the contact with the histories, the memories and the identities that don’t belong to the western hegemonic discourse

Corporate brand identity in higher education: a relational perspective

Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case corporate brands. Literature recognizes the influence of relationships between companies in identity management (Hakansson and Snehota, 1989, 1995; Hakansson and Ford, 2002). Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in corporate brand´s identity management and reputation. Also Keller and Lehman (2006) highlight relationships and costumer experience as two areas requiring more investigation. The authors argue that corporate brand´s identity can be developed under a relational perspective using relationships with other recognised brands in order to generate positive reputations in stakeholders. Based in relationship and corporate brand identity management, a framework is developed to identify how corporate brands select, develop and invest in relationships with other brands. The context of the proposed relationship concept is the services area (Dwyer et al, 1987; Moorman et al, 1992; Rauyruen et al, 2005 and Hennig-Thurau and Klee, 1997). An empirical qualitative research is designed using two reputational technological higher education institutions (two corporate brands) acting in Portuguese public higher education market.info:eu-repo/semantics/publishedVersio

Is physical activity a good way to improve quality of life in the elder population?

Background: Although evidence demonstrates that physical activity beneficially influences major chronic illnesses, older adults remain sedentary. Many interventions to increase physical activity intend to reduce disease complications as well as improve quality of life by enhancing physical function in our even more aging society. Objectives: The purpose of this study was to summarize knowledge on randomized controlled trials studying the effects of physical activity interventions on quality of life in the elder population. Methods: Randomized controlled trials, systematic reviews or meta-analysis were searched in the Pubmed data base. Search terms: quality of life , intervention and physical activity were used to identify English written articles, with humans older than 65 years. Results: From the initial screening of 234 titles, only 5 articles met the inclusion criteria and were included in the final analysis. Conclusions: Physical activity interventions seem to have a slight effect on physical function and in improving quality of life of people aged 65 and over. More intervention studies involving physical activity in older people should include measures of quality of life as primary outcome, as well as a standardization of measures would help to compare results and enlarge the evidence base in this area