IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012)

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Percorrer IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 3 (2012) por autor "Brandão, Nuno Goulart"

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    O espectáculo e o drama televisivo – uma abordagem sobre a informação televisiva portuguesa
    (ISG, 2012) Brandão, Nuno Goulart; Morais, Inês
    The power that television takes today in society is undeniable. It surrounds us and determines our perception of reality, giving us the feel of everything that is happening in the world in real time. However, the dimension of the entertainment and drama marked on its content has been taking place in the grid of portuguese television programming in recent years, leading us to reflect on the impact this has on information. Then, and revealing a huge tendency for exploiting the viewer’s feelings in favor of high audience measurement, we must consider what effect does that have on society and how should be considered the journalist facing this context.
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    Estratégias baseadas na arquitectura e processo de compra das marcas estudo de caso: relação entre a identidade e a imagem da marca AXA
    (2012) Brandão, Nuno Goulart; Cordeiro, Ana Rita
    Today, we live in a society characterized by hyper, where customers are increasingly demanding. For, having at their disposal a very diverse offering of products and brands, where access to information is plentiful, customers do not relate to the brands they do but by what they mean. For businesses it is imperative to build a brand that result in lasting relationships with consumers, enabling brands to gain competitive advantages. Considering that a mark can only be assumed by their identity, arises the need to create a system that handles the brand values it receives for the differentiation necessary to become distinct. This research aims to assess the relationship between identity and brand image AXA, since despite being distinct concepts are themselves complementary.