Branding process applied in a technological parks network

• DOI: Atena

• Palavras-chave: Atena

• Keywords: Branding, technological parks, technology transfer

• Abstract:

  Brands have, today, a fundamental importance in organizations

  constituting not only a marketing advantage, but also one of its main assets. Public

  universities can not remain oblivious to this situation, and the development of new

  brands that give support its activities in the field of research, extension and

  entrepreneurship programs, not just a luxury or fastidiousness, but a necessity. In

  this context, this paper intends to implement the conceptual model of David Aaker,

  to propose a new brand for the entrepreneurial activities developed under (UTFPR) -

  Universidade Tecnológica Federal do Paraná. Building a brand is proposed, using the

  steps proposed by Aaker of creating a DNA tag, naming and architecture, making the

  subsequent process of creating the visual identity backed by a more detailed study

  of branding. The approach is qualitative, using bibliographic research and interviews

  with the academic user community of the new brand.

• Número de páginas: 15