Begoña Jorda-Albiñana

Brand identity documentation: a cross‐national examination of identity standards manuals

Purpose – The purpose of this paper is to identify the key features of an identity standards manual and assess the differences in the rules used for applying the brand to both low‐ and high‐context cultures, companies selling consumer goods and those selling services, and multinational and local companies.Design/methodology/approach – The methodology is based on the analysis of 341 identity standards manuals and on the analysis of three key features found in the manuals: contents, normative tone, and development.Findings – The results divide the contents of the manual into two blocks: core and peripheral; and show that there are differences between the manuals of high‐ and low‐context cultures, companies selling consumer goods and those selling services, and multinational and local companies.Research limitations/implications – Type I errors could have been introduced and the conclusions must be regarded as tentative.Practical implications – The findings show that applying the brand at an international lev...

Análisis lingüístico y valoración de la eficacia de los nombres de marca de las ONG españolas

espanolEl nombre de marca es el origen de toda estrategia comercial. Como elemento verbal, su eficacia puede ser evaluada a traves de la linguistica. Se realiza un analisis de contenido de los nombres de marca de 158 ONG acreditadas por la Fundacion Lealtad, analizando aspectos foneticos, morfologicos y semanticos asociados a la obtencion de un mayor recuerdo y, por tanto, a una mayor eficacia. Con posterioridad, se procede a comprobar si la eficacia difiere en funcion de la causa que apoya cada ONG y su presupuesto anual. Los resultados muestran un cumplimiento mediocre de los criterios de eficacia propuestos y la variacion de las caracteristicas linguisticas segun la causa apoyada por la ONG pero no segun su presupuesto. El modelo de evaluacion basado en las caracteristicas linguisticas del nombre podria ser utilizado para el estudio de los nombres de marca de otros sectores. EnglishThe brand name is the origin of any commercial strategy. As a verbal element, its effectiveness can be evaluated through linguistics. Taking a sample of 158 organizations accredited by the Fundacion Lealtad, a content analysis of their linguistic characteristics is carried out, analyzing phonetic, morphological and semantic aspects associated with obtaining a greater memory and, therefore, with greater efficiency. Subsequently, we proceed to check whether the effectiveness differs depending on the cause supported by each NGO and its annual budget. The results show a mediocre performance of the proposed efficacy criteria, as well as the variation of the linguistic characteristics according to the cause supported by the NGO but not according to its budget. The evaluation model based on the linguistic characteristics of the name could be used to study the brand names of other sectors.

Merchandising en museos: ¿educación, cultura o simple negocio?

Currently, the merchandising of a museum is a good financing way but in its management should not be missed the educational and cultural purpose that defines these institutions. In fact, an adequate treatment of these products and the store can turn them into an extension of the exhibition space and transmitters of knowledge, art and culture. To achieve this, some strategies are proposed such as personalization, the choice of quality products, packaging care and the incorporation of key content. All this will position the museum as a culture diffusing entity and will move it away from mere commercial business.

How to Elaborate and Interpret an Expert Report on the Design Area

Design has become a strategic element for companies, and every year, there is a grow‐ ing number of companies and designers who request for industrial property protection (trademarks, patents, industrial designs, etc.). However, all these protection efforts do not prevent cases of unfair competition, and we find many lawsuits and trials focus on possible plagiarism between two designs. Since not all judges or lawyers are trained in this discipline, it is essential to consult a design expert. The expert opinion is summarized in a report that is part of the materials used in the judicial process. This work focuses on these reports centered on design issues, like brands, packaging, graphic design, or indus‐ trial products, and has two goals: to give some guidelines for the elaboration of these reports to design experts and to set some keys to interpret and correctly understand this design reports to all that person not expert in design. Methodology, guidelines, and con‐ clusions that appear in this chapter are the result of the work developed by the authors in the last 10 years. Conclusions focus on a set of guidelines to elaborate and interpret correctly an expert report on the design area.

Reflections about teaching Engineering Graphics: Knowledge and competencies management

This article contains some reflections about the experience of the authors after a decade teaching assignments within Engineering Graphics area, like Graphical Expression, Computer-Aided Design, Industrial Drawing, Descriptive Geometry and Technical Drawing, and others related to several Master Programs as Master in Graphical Design. Reflections consider advantages and disadvantages of those traditional experiences regarding to graphical aspects, such as the magisterial Class, practical classes in small groups or working out different tasks and how all of this affects the final results, considering students opinion. On the other hand of this traditional system is another one based on the learning directed to those students who have ECTS credits, inside the European Educational Higher Space (EEHS) and the experiences in several Universities before entering 2010–2011 season. Knowledge and competencies management are considered within this new system and they be included in the Teacher Guide so that those students who approve the subject acquires specific competences (subject specific knowledge). These competencies coordinated with those specific obligates teachers to develop particular activities, because the detailed knowledge of each is a main condition in order to program competencies briefings with a high detail level. This is not an easy task considering the experiences and opinions of famous professionals specialized in competences issues. Therefore, new activities should be set up and include new Information and Communication Technologies, such as Internet, search of information, E-learning educational platforms, and a different orientation for individual and group follow up and for seminars and classes in the University environment as well. Sometimes, practical orientation of the lesson should focuses on real cases, on the solution of a real problem. This is more complicated in lessons during the first year when there is a lack of knowledge of other subjects considering that a lesson is not a knowledge “island” in a “sea” of subjects. Nevertheless, besides the difficulties those teachers who have not got that specific training have it becomes a closer challenge and a push to enter the EEHS with a renewed motivation and a different vision about new activities that should be develop.