Class Branding Organizacional

The business world is, nowadays, more complex and competitive than ever. In this context in which it is increasingly difficult to differentiate their offer from the competition, organizations have started to use brands as a strategic asset that allows them to distinguish their offer. Branding, the construction and management of brands, emerged with this purpose of highlighting the attributes of the products, but it goes beyond that, focusing its strategies on the communication of the organization in a holistic way - disseminating its culture, its values, among others. Organizations have started to consider corporate branding as a vital strategy because of its many benefits, particularly in terms of reputation. Reputation is, in turn, an intangible asset of extreme importance for organizations, taking into account the numerous advantages it entails.

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II. Brand Strategy:

- Fundamentals of Branding, the process of brand creation;

- The institutional brand and its relationship with company strategy, mission, vision and values;

- The importance of the brand in the identity of the organization;

- Strategic definition of the brand: positioning, essence, values and experience.

III. The Visual Identity of the Brand:

- Naming (name/brand name), signature and descriptive of business and brand speech;

- Visual Identity of the Brand in the conceptual and graphic aspects.

IV. Digital Branding:

- Brand communication in digital media, website, mobile applications and social media, taking into account the identity, visibility and credibility;

- Definition and production of digital content for online implementation;

- The digital experience of the Brand.

V. The new challenges of Organizational Branding:

- From sound branding to motion branding;

- Reproduction and interpretation of brand values in motion (films, advertising spots, etc.).

The programmatic contents are supported by the analysis and discussion of empirical cases and audiovisual documents with the students. The participation of the students in the classes takes place through exercises on the documents and cases presented.

The practical component stems from a close articulation between the theoretical contents of the curricular unit and the professional experiences.

Continuous evaluation

1. Individual presentation of an article/report: 20%.

2. Written work/test: 40%.

3. Practical work: 40%.

Aaker, D. A., & Joachimsthaler, E. (2009). Como construir marcas líderes. Bookman Editora.

Nickels, W.G. & Wood, M. B. (1999). Marketing: Relacionamentos, Qualidade, Valor. Rio de Janeiro: LTc.

Schultz, D. E. & Barnes, B.E. (2001). Campanhas Estratégicas de Comunicação de Marca. Rio de Janeiro: Qualitymark.

Brown, J. S., Denning, S., Prusak, L., & Groh, K. (2005). Storytelling in Organizations? Why Storytelling is Transforming 21st Century Organizations and Management. Routledge.

Cunha, M. P., Rego, A., Cunha, R. C., & Cardoso, C. C. (2007). Manual de comportamento organizacional e gestão. Lisboa: Editora RH.