Identidades entrelaÃadas do empreendedor e da marca : a formaÃÃo da identidade da TAM nas palavras de Rolim Adolfo Amaro

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

Brand identity is known as the link between the various messages sent by the brand along the years. It has some immutable aspects and some changeable ones. Products, name, country origin and symbols are mentioned as some identity fonts; little attention, however is given to the human aspect. Amongst the whole range of people who interact in its identity constitution, one is special: its founder. He provides features to the brand, as a father. We studied, using narrative analysis, the brand TAM and its founder Rolim. Inasmuch we analyzed his speech about the brand he established, we verified that the founder does not mention the brand without speaking of himself and telling his history, since, as time goes by, their identities become interlaced. The objectivation of entrepreneurâs identity elements on the brandâs identity occurs by the founderÂs performance in every business action and the expression of his example as the one that should be reproduced by those who take part in the business

ASSUNTO(S)

administracao identidade da marca entrepreneur identity identidade do empreendedor narrative analysis tam tam rolim adolfo amaro rolim adolfo amaro brand identity anÃlise narrativa

ACESSO AO ARTIGO

Documentos Relacionados