128
Revista daESPM – Julho/Agosto de 2002
BRANDMANDATEANDLEGITIMACY
APOLITICALVISIONOFBRANDPOLICY
P. 9
EMANNUELPUBLIODIAS
ABSTRACT
It isquite common to seeagood idea–or agood feeling– tobe literallymadeoldbefore its timebecauseof the
pressure of an avalanche of diverse interests on the subject, coming from various groups. It is possible that, this is
happening to an idea that, in principle, seems to be form already contaminated by that phenomena.We are talking
of thesocial responsibility, social balanceandsocial action thatmanyorganizationshave resorted tocall themselves
“responsible”. On the other hand there is no clear definition of these concepts, and normally many people have
adapted the concept to their own interests.
Thearticleproposesascientificapproach to the idea, allowing the reader to realize that thematter isnot somuch
anovelty as itmay seem. Additionally there is a sociological discussionon the social responsibility of companies in
view of the needs of the society, with different visions of classic and present day authors.
SOCIALRESPONSIBILITY, SOCIALACTIONANDSOCIALBALANCE.
NEWLEVELSOFSOCIALSCIENCE,ORANOTHERSEMANTICNEOLOGISM?
P. 20
ADRIANOGOMES
ABSTRACT
Several authorsareproposing that present daymarketing takesmore thandevelopingagoodproduct at
an attractive price andmake it accessible. Companies also have to communicatewith diverse groups of
consumers which they deal with.There are two types of communication: personal and impersonal. The
personal communication channel involves twoormorepersons communicatingwitheachother directly. It
is important to mention that there are basic differences in the use of information for the purchasing of
consumer goods, industrial goodsor services, but one fact is fundamental inall purchasingprocesses: the
presence of mouth tomouth communication. This article proposes a reflection on the importance of C2C
communication. (consumer to consumer).
NEITHERB-2-B, NORB-2-C. TAKECAREOFC-2-C!
P. 33
CARLOSMONTEIRO/ANDRÉPANZERI
ABSTRACT
Basedon the traditional analysis of relationships betweenbrands and the consumer, its evolution throughhistory
and its value scales, the article initially recovers the brand building theory and its value, from basic recognition to
branddefense.
Thenewdemandsof consumers in the21
st
centurybringnew facts to thehistoryof brands,whichare forced tobe
part of aconflict of ideas, against theenemiesof globalization. In fact, theenemiesof brandsdiscoveredmuchbefore
the advertising andmarketing executives that the relationship between brands and consumers is a political one. If
theywant to fight thebrands, toweaken them, they will have todirect their attack thebrands to their biggest strength:
themandate the consumer gives them to continue existing and toact onhis behalf in themarket.
The mandate and legitimacy of brands are the result of new demands from consumers that have brought the
companies to adopt a political language side by side with their marketing language. In difficult times, this political
vision of brands is a strategic value of great importance for themaintenance of its values and assets.
Examples of brands that obtained a strongmandate from t
heir consumers are: Bamerindus, HealthMinistry
andNike.
