Name: LARA RIOS BUENO
Type: MSc dissertation
Publication date: 04/06/2020
Advisor:
Name |
Role |
|---|---|
| MARILENE OLIVIER FERREIRA DE OLIVEIRA | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Internal Examiner * |
| MARILENE OLIVIER FERREIRA DE OLIVEIRA | Advisor * |
Summary: Brand management has become increasingly essential for an institution's image. It is possible to find in abundance the themes that involve the brand as the main intangible asset, which identifies and represents the institution before its audiences, as the brand of an organization. The context of the problem was represented by the Federal Institute of Espírito Santo - Ifes, whose history of its brand involves several changes, from the junction of the four municipalities to the formation of Ifes, the graphic change of the brand three times until the current one. The research problem is presented in the question: "How does Ifes adequately guide its internal public on the use and application of its brand in different actions and activities?". Based on this situation, the general objective of understanding the reading that Ifes' employees make about the institution's brand was elaborated, in relation to the importance of these use and application procedures for brand management. The research was theoretically supported by concepts of public communication, brand study, semiotics and manualization as a form of management. As for the methodological aspects, a qualitative approach was used, typified in bibliographic, documentary and analytical-descriptive research. To this end, online interviews were conducted, with a script of open and closed questions, in which managers and those responsible for communicating on Ifes campuses participated to assess their perception of knowledge of different aspects of the institution's brand. The sample, for convenience, was composed of 30 participants who expressed their opinion about the brand, forms of application, institutional documents used to orient themselves, in addition to concentrating suggestions on effective ways to disseminate information about Ifes brand management. For the analysis of the answers, Peirce's semiotic concepts were used, which provided the parameters to optimize the grouping of the answers obtained. From the analysis, as a result, it was noticed the lack of knowledge about the importance, use and application of the Ifes brand, leading to the search for a mechanism to disseminate the proper form of the procedures. Thus, there was a need to develop a management tool called Quick guide for using and applying the Ifes brand, configured as the technical/ technological product resulting from this dissertation. Its content was structured with a direct and objective communication, composed of diverse information about the use and application of the brand.
