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Development of a corporate image risk management model

Grant number: 12/06621-4
Support type:Research Grants - Visiting Researcher Grant - Brazil
Duration: May 01, 2012 - 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: Universidade Federal da Bahia (UFBA). Faculdade de Comunicação (Facom), Brazil
Home Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil

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)