IDENTIDADE DA MARCA EM INSTITUIÇÕES PÚBLICAS DE ENSINO: O CASO CEFET/RJ

• Autor(a) principal: Devonish, Isabela Menezes da Silva
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal Fluminense (RIUFF)
• Texto Completo: https://app.uff.br/riuff/handle/1/20496
• topic: Gestão da Marca; Gestão Pública; Identidade; Imagem.; Brand Management; Branding; Public Management; Identity; Image.; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO

This study aims to identify the features and characteristics of identity and brand management in educational public institutions, by utilizing two complementary aspects: theoretical and empirical. The research focused mainly on infer brand identity, how strategists intend it to be perceived, which is a basic concept for the relationship of any brand with its customers/users. The theoretical phase combines, in an exploratory study, theory connecting the brands and their management with public administration, considering the particularities of the area of education, compounded with concepts of strategy. The second phase uses a case study of a brasilian educational public institution, through observation and structured interviews with managers and professionals, constituting a convenience sampling. The responses to the interviews were treated with techniques of content analysis, indicating needs like review of market concepts in order to apply to the public sector and the area of education, since it s not observed reflection on the brand identity and conscious actions for their management. Also, research showed problems with the motivation, identification with the institution and their own perceived value by the public server himself, some of the main findings of the research.