O Brand DNA Process® da marca da Universidade Federal do Amazonas (UFAM)

Abstract

More than a graphic sign formed by shapes, colors, and typography, brands also reflect choices made in the daily lives of each person, demonstrating their behaviors and values. In this universe of brands, observe that even having certain similarities, all companies are different, since each one has a DNA, a culture, a history, that is, a corporate identity. Due to the importance of this theme to direct the communication strategies of organizations with their public, this research aimed to identify the brand DNA of the Federal University of Amazonas (UFAM), to achieve the optimization of its brand management. The research has a qualitative, exploratory, descriptive, and explanatory approach and uses Brand DNA Process® methodology. To achieve its objective, a diagnosis was made about the characteristics and behaviors of the institution, resulting in a SWOT Analysis. Next, creative events were held with the internal academic community, to identify the five adjectives of the brand's DNA, referring to the technical, emotional, marketing, resilient, and integrating concepts. After the creative events and DNA definition, a Semantic Panel and Semantic Map were elaborated, according to the identified concepts. Then, Benchmarking was carried out to analyze the best market practices for each defined concept. As a result of the methodological process, recommendations are suggested for UFAM to activate its DNA and was developed a Brand DNA Book, formatted to inspire and educate professionals who act and speak on behalf of the brand, building awareness about it. We aim this material to be available to the academic community in a clear and accessible way, to strengthen the institution's image and direct its communication strategies.