Experiences of a campaign to the reaffirmation of identity in a Federal University Unit Within a Brazilian State

• Autor(a) principal: Brand Fabrizio, Silvane
• Data de Publicação: 2019
• Outros Autores: Fabrizio, Cleomar Marcos, Buriol, Fernanda, Casaroto, Damaris
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/13996
• topic: Public Marketing; Identity; Image; Federal University; Marketing Público; Identidade. Imagem; Universidade federal

Objective: The current article aims to present the arising experiences from an identity campaign. The campaign was originated from the interest of consolidating the image of a Federal University, located the region because of a Higher Educational Center, with the internal and external community.Method: A case-study research was carried out with servers and students from the unit, and with the residents of the city where the university is located. Historical aspects of the implantation of the unit of study, the elaboration, the campaign deployment, and the results achieved up to the current moment will be presented.Originality/Relevance: It becomes expressive to present a research with data survey about the culture of the designated name from the implementation of a new unit, the community had a habit to report itself to the Higher Education Unit using the name of the center instead, isolating itself from the reference of the Federal Unit in which this center belongs to.Results: The results emphasized that the campaign reached a satisfactory repercussion on the internal public of the institution, although there is still a lot to be worked on in the awareness issue to the intended results. On the other hand, it is believed that the external public is getting used with the identity of the unit, but with the course of time, it is expected to overcome this gap.Theoretical/Methodological contributions: The contribution of the study for the marketing area is providing information about image consolidation of an institution, with the purpose of helping in the decision making by the managers.