Creating value for archives branding for public brands
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Ágora (Florianópolis. Online) |
Texto Completo: | https://agora.emnuvens.com.br/ra/article/view/687 |
Resumo: | This study proposes the completeness of the concepts of branding and the diffusion of archives in benefit of image and reputation of public brands towards its public, with the intention of enhancing knowledge and valuing both areas. The hypothesis is that the union of these concepts, combined with the applicability of techniques and strategies in a planned and continuous way, will benefit brand management by generating positive value and enriching the relationship and interaction between users and institutions. From the bibliographic and documentary exploratory research duly present key items were listed to observation methodology. Supported by these items, a collection of the information made available through the websites of the public institutions observed (National Archives of the United Kingdom, Portugal and Brazil)) and as a result it is understood that the concepts are interconnected and presents potential application to favor the services provided by professionals in the communication and information areas, help in a dissemination of information and creation of value for Public Archives. |
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Creating value for archives branding for public brandsCriando valor para arquivos: branding para marcas públicasDiffusion in ArchivesBrandingPublic OrganizationsBrand ManagementArchives BrandingDifusão em ArquivosBrandingOrganizações PúblicasGerenciamento de MarcaBranding para Arquivos públicosThis study proposes the completeness of the concepts of branding and the diffusion of archives in benefit of image and reputation of public brands towards its public, with the intention of enhancing knowledge and valuing both areas. The hypothesis is that the union of these concepts, combined with the applicability of techniques and strategies in a planned and continuous way, will benefit brand management by generating positive value and enriching the relationship and interaction between users and institutions. From the bibliographic and documentary exploratory research duly present key items were listed to observation methodology. Supported by these items, a collection of the information made available through the websites of the public institutions observed (National Archives of the United Kingdom, Portugal and Brazil)) and as a result it is understood that the concepts are interconnected and presents potential application to favor the services provided by professionals in the communication and information areas, help in a dissemination of information and creation of value for Public Archives.Este estudo propõe a complementaridade dos conceitos de branding e de difusão em arquivos para benefício da imagem e da reputação de marcas públicas perante seus usuários. Discute-se também que a correlação destas definições potencializa os conhecimentos e valoriza as atividades dos profissionais das áreas da Comunicação e da Informação. Considera-se a hipótese de que esta união, agregada à aplicabilidade de estratégias de modo planejado e contínuo vêm a beneficiar a gestão das marcas, gerando valor positivo e enriquecendo a relação e a interação entre públicos e instituições. A partir da pesquisa bibliográfica e documental exploratória realizada foram elencados itens-chave que embasam a metodologia de análise deste artigo. Apoiado nestes itens se realizou a coleta das informações disponibilizadas via mídias sociais das instituições públicas observadas (Arquivos Nacionais do Reino Unido, Portugal e Brasil), no que tange às ações de comunicação e de relacionamento desenvolvidas pelas mesmas. Como resultados, se entende que os conceitos se interligam, apresentando capacidade para favorecer e valorizar os serviços prestados pelos profissionais; potencializar a difusão de informação; criar valor para Arquivos Públicos e que as instituições analisadas possuem ações que caracterizam o que é abrangido pelos conceitos de branding e de difusão em arquivos.CIN - CED - UFSC2018-10-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpalavras chavesPesquisa bibliográfica; Revisão de Literatura; Pesquisa exploratório; coleta de dados, análise de mídias sociais, observação de websitesapplication/pdfhttps://agora.emnuvens.com.br/ra/article/view/687ÁGORA: Arquivologia em debate; Vol. 28 No. 57 (2018); 359-378ÁGORA: Arquivologia em debate; v. 28 n. 57 (2018); 359-3782763-90450103-3557reponame:Ágora (Florianópolis. Online)instname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://agora.emnuvens.com.br/ra/article/view/687/pdfCopyright (c) 2018 ÁGORA ISSN 0103-3557info:eu-repo/semantics/openAccessMartins, Marina RodriguesRockembach, Moisés2018-10-25T11:48:18Zoai:ojs.agora.emnuvens.com.br:article/687Revistahttps://agora.emnuvens.com.br/raPUBhttps://agora.emnuvens.com.br/ra/oairevista.agora@contato.ufsc.br||ursula.blattmann@ufsc.br2763-90450103-3557opendoar:2018-10-25T11:48:18Ágora (Florianópolis. Online) - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Creating value for archives branding for public brands Criando valor para arquivos: branding para marcas públicas |
title |
Creating value for archives branding for public brands |
spellingShingle |
Creating value for archives branding for public brands Martins, Marina Rodrigues Diffusion in Archives Branding Public Organizations Brand Management Archives Branding Difusão em Arquivos Branding Organizações Públicas Gerenciamento de Marca Branding para Arquivos públicos |
title_short |
Creating value for archives branding for public brands |
title_full |
Creating value for archives branding for public brands |
title_fullStr |
Creating value for archives branding for public brands |
title_full_unstemmed |
Creating value for archives branding for public brands |
title_sort |
Creating value for archives branding for public brands |
author |
Martins, Marina Rodrigues |
author_facet |
Martins, Marina Rodrigues Rockembach, Moisés |
author_role |
author |
author2 |
Rockembach, Moisés |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Martins, Marina Rodrigues Rockembach, Moisés |
dc.subject.por.fl_str_mv |
Diffusion in Archives Branding Public Organizations Brand Management Archives Branding Difusão em Arquivos Branding Organizações Públicas Gerenciamento de Marca Branding para Arquivos públicos |
topic |
Diffusion in Archives Branding Public Organizations Brand Management Archives Branding Difusão em Arquivos Branding Organizações Públicas Gerenciamento de Marca Branding para Arquivos públicos |
description |
This study proposes the completeness of the concepts of branding and the diffusion of archives in benefit of image and reputation of public brands towards its public, with the intention of enhancing knowledge and valuing both areas. The hypothesis is that the union of these concepts, combined with the applicability of techniques and strategies in a planned and continuous way, will benefit brand management by generating positive value and enriching the relationship and interaction between users and institutions. From the bibliographic and documentary exploratory research duly present key items were listed to observation methodology. Supported by these items, a collection of the information made available through the websites of the public institutions observed (National Archives of the United Kingdom, Portugal and Brazil)) and as a result it is understood that the concepts are interconnected and presents potential application to favor the services provided by professionals in the communication and information areas, help in a dissemination of information and creation of value for Public Archives. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-10-20 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion palavras chaves Pesquisa bibliográfica; Revisão de Literatura; Pesquisa exploratório; coleta de dados, análise de mídias sociais, observação de websites |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://agora.emnuvens.com.br/ra/article/view/687 |
url |
https://agora.emnuvens.com.br/ra/article/view/687 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://agora.emnuvens.com.br/ra/article/view/687/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 ÁGORA ISSN 0103-3557 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 ÁGORA ISSN 0103-3557 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
CIN - CED - UFSC |
publisher.none.fl_str_mv |
CIN - CED - UFSC |
dc.source.none.fl_str_mv |
ÁGORA: Arquivologia em debate; Vol. 28 No. 57 (2018); 359-378 ÁGORA: Arquivologia em debate; v. 28 n. 57 (2018); 359-378 2763-9045 0103-3557 reponame:Ágora (Florianópolis. Online) instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Ágora (Florianópolis. Online) |
collection |
Ágora (Florianópolis. Online) |
repository.name.fl_str_mv |
Ágora (Florianópolis. Online) - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista.agora@contato.ufsc.br||ursula.blattmann@ufsc.br |
_version_ |
1789435161448808448 |