Development of a Corporate Image Risk Management Model

• Grant number: 12/06621-4
• Support Opportunities: Research Grants - Visiting Researcher Grant - Brazil
• Start date: May 01, 2012
• End date: December 20, 2012
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Mitsuru Higuchi Yanaze
• Grantee: Mitsuru Higuchi Yanaze
• Visiting researcher: Claudio Guimaraes Cardoso
• Visiting researcher institution: Faculdade De Comunicação/Facom/Ufba , Brazil
• Host Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil
• City of the host institution: São Paulo

Abstract

This visiting scholar project aims to analyze and validate quality indicators of exposure of the corporate image in the media and the market, aiming to consolidate correlations of these indicators into an image risk management model. Such a model should be able, at the end of the present study, to express the branding value, based on a press content analysis - newspapers, magazines, blogs, webnews, radio and TV - and social network - twitter and facebook. The set formed by exposure indicators, their weights and percentages, and the criteria for analyzing content, should result in a system capable of managing imagery exposure risk factors. This research integrates a work already underway in CEACOM that aims to develop a "methodology of evaluation and measurement of brand equity (tangible and intangible) from the contribution of communication to understanding how financial assets, social and market are formed". Our study specifically aims to enlighten the old dilemma of establishing consistent criteria in assigning value to brands and to corporate image, and also create a risk management methodology broadly adopted by the Brazilian organizations. (AU)