Proposta de planejamento estratégico com foco na gestão de marca para revistas científicas digitais de instituições públicas da cidade de Manaus

Abstract

This master's thesis investigates the theme of a Strategic Communication Planning proposal with a focus on Brand Management for Digital Scientific Magazines through the case study of the magazines AEC&D – Arts, Education, Communication & Design from UFAM and the magazine IGAPÓ from IFAM, both from Manaus. Digital scientific journals play a crucial role in disseminating academic knowledge and have faced challenges in standing out in a competitive environment. Therefore, the objective of this study is to develop a strategic communication planning model with a focus on brand management aimed at digital scientific journals, validating how a structured approach to Communication and Brand Management can strengthen the presence and visibility of these publications. This study contributes to the understanding of Strategic Communication Planning and Brand Management as fundamentals tools to strengthen digital scientific journals, enabling greater reach, visibility and impact on the global scientific ecosystem. The conclusions point to the importance of building concept models with a strategic and well-founded approach to face contemporary challenges and consolidate the essential role of these publications in the dissemination of scientific knowledge.