A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA

This article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.Branding Semiotics, Brand Identity, Brand Marketing, Brand Response

Mascots, design characteristics and children: Does affective response match with cognitive response?

This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.Branding Semiotics, Brand Identity, Brand Marketing, Brand Response

CHILDREN THOUGHTS about BRANDS

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.Brands, children, associations

A identificação da marca. Um insturmento da estratégia de marketing

O presente documento é urna pesquisa exploratoria sobre a identificaçâo da marca. O seu interesse, enquanto comunicaçâo de Gestáo Comercial e Marketing ñas Jomadas Hispano-Lusas de Gestáo Científica de Sevilha, pode concretizar-se no seguinte: delimita urna área de investigaçâo relativamente pioneira; . apresenta um projecto de investigaçâo nessa área; inventaría outras direcçôes alternativas de pesquisa. Se a problemática geral da marca tem sido tema de abundante reflexáo, já a questáo precisa dos seus sinais identificadores (nome e logotipo, slogan, rotulagem, jingle, etc ), aparece menos desenvolvida na investigaçâo e na literatura de marketing. Acresce ao seu interesse o facto de se tratar de urna área chameira de outras disciplinas, tais como o direito, a semiótica, a psicología cognitiva e o design, para só falar das mais evidentes. O projecto de investigaçâo apresentado tem por objecto urna pequeña parcela deste universo. Apenas estuda: os dois componentes mais elementares da identificaçâo, ou seja o nome e o logotipo, e mesmo estes reduzidos à sua forma mais simples de nome sem complementos e de logotipo a preto e branco; dois dos principáis critérios de avaliaçâo da qualidade de urna identificaçâo, que sâo a memorizaçào (a curto prazo, espontánea e assistida, analisada experimentalmente) e a diferenciaçào (dos factores de memorizaçào, analisada teóricamente na perspectiva da semiótica estrutural). Com base nesta delimitaçâo, o projecto tem por objectivo a concepçào de um modelo de avaliaçào dos sinais identificadores das marcas. Ao excluir os sinais de identificaçâo mais complexos, e ao nao tratar de outros critérios de avaliaçào, a pesquisa deixa em aberto várias vias complementares de investigaçào. Salientamos as mais próximas do projecto apresentado: . integrar no modelo os factores afectivos; . verificar experimentalmente a distáncia perceptiva das estruturas de diferenciaçào; . adaptar a análise proposta a outros sinais de investigaçào registáveis como marca. O documento está dividido em très partes: . a primeira parte explicita os objectivos do projecto e o ámbito da sua aplicaçâo; . a segunda parte é dedicada à metodología, quer a que diz respeito à experimentaçâo, quer a que se refere à abordagem teórica; a terceira parte, consagrada às conclusóes, analisa a originalidade do projecto e a sua aplicaçâo à gestâo estratégica das marcas

Analyzing the impact of HRM Systems on the organizational climate, culture and outcomes: the mediating role of HMR strength, organizational climate and culture

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsIt is the propose of this study to (1) analyze the impact of the Human Resource Management (HRM) content (i.e. practices) in the organizational climate, culture, and performance; (2) assess the influence of the HRM process (i.e. HRM Strength) as a mediator in the link between HRM content and the organizational climate, culture, and performance; and (3) investigate the mediating roles of climate and culture in the HRM-performance link. The proposed model was tested using a sample of 80 questionnaires, where 63 were responses from non-supervisory employees and 17 from supervisors, from 2 Hospitals. HRM practices were grouped into 4 bundles, through an exploratory factor analysis – Training, Internal Recruitment, Merit Compensation, and Participation & Job Stability. From these HRM bundles, Merit Compensation and Participation & Job Stability, were shown to have a significant impact on proximal outcomes. Specifically, Participation & Job Stability was associated with Organizational Citizenship Behavior, Merit Compensation was associated with Work Engagement, and both HRM bundles were associated with Innovative Behavior. The mediation effect was only visible in the case of Innovation & Flexibility and Reflexivity for the relation between Merit Compensation and Innovative Behavior, and only Innovation & Flexibility demonstrated to mediate the relation between Merit Compensation and Work Engagement. No mediation effects were found concerning HRM Strength. Both Merit Compensation and HRM Strength were found to have a significant association with all the climate dimensions except for Formalization

Mascots design characteristics and children: Does affective response match with cognitive response?

info:eu-repo/semantics/publishedVersio

Children thoughts about brands

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associations to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concepts. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.info:eu-repo/semantics/publishedVersio

Brand mergers: How attitudes influence consumer identity preferences

In the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision. This study analyses how consumers’ attitudes towards the corporate brands influence their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic alternative is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand have a significant influence on consumers’ preferences

Conhece Tapacurá?

O objetivo deste artigo é mostrar que é possível gerir uma marca (branding) com recursos escassos, usando práticas simples mas teoricamente fundamentadas. Os autores – uma gestora de comunicação, um professor arquiteto e um professor de marketing – viram-se envolvidos na escolha de uma identidade – nome e logo – para uma reserva ecológica. Os recursos de dinheiro, tempo e meios técnicos eram escassos. Com base numa rápida abordagem semiótica, envolveram os públicos da marca na cocriação da sua identidade e conseguiram assim evitar uma escolha meramente estética que poderia ser difícil de implementar

Conoce Tapacurá? Branding con escasos recursos

The aim of this case study is to show that it is possible to develop a branding approach with scarce resources, using simple but theoretically grounded practices. The authors – a communication manager, an architecture professor and a marketing professor – have become involved in choosing an identity – name and logo – for an ecological reserve in Brazil. The resources of money, time and means were scarce. They quickly built a semiotic approach, which avoided a merely aesthetic choice that could be difficult to implement, joining the stakeholders in the co-creation of the brand identity.El presente artículo tiene como objetivo demostrar que es posible gestionar una marca (branding) con escasos recursos utilizando prácticas simples, pero con fundamentación teórica. Los autores –una gestora de comunicación, un profesor arquitecto y un profesor de marketing– estaban involucrados en la elección de una identidad –nombre y logotipo– para una reserva ecológica. Los recursos de dinero, tiempo y medios técnicos eran escasos. Con base en un rápido enfoque semiótico, los públicos de la marca se involucraron en la cocreación de la identidad de la misma y lograron evitar una elección meramente estética que les podría resultar difícil su implementación.O objetivo deste artigo é mostrar que é possível gerir uma marca (branding) com recursos escassos, usando práticas simples mas teoricamente fundamentadas. Os autores – uma gestora de comunicação, um professor arquiteto e um professor de marketing – viram-se envolvidos na escolha de uma identidade – nome e logo – para uma reserva ecológica. Os recursos de dinheiro, tempo e meios técnicos eram escassos. Com base numa rápida abordagem semiótica, envolveram os públicos da marca na cocriação da sua identidade e conseguiram assim evitar uma escolha meramente estética que poderia ser difícil de implementar