Ana Corte-Real

Presently the brand concept can range from personal brand to country or continent brand. We therefore consider that studying a sector of the economy, in this case Agriculture, according to the brand concept would be an added value. Agriculture is a key sector in any economy. Its main function is to guarantee food supply for the population, but it is also important its part on territory order and environment protection Starting from the importance Agriculture has in any country, we wanted to understand the image this sector has among the general public. The goal of this investigation is to characterize the image of Agriculture in Portugal, based on the associations it provokes. Associations are the purest way of obtaining the image of a brand, for they let us understand which is the positioning of a brand in the mind of its publics. Method: The present investigation follows an epistemological continuum, starting from an exploratory study of a qualitative approach (brainstorming), wit...

The paper explores theoretically and empirically the brand concept among children. Group interviews were conducted to examine the children’s associati ons to this concept. The data analysis was organized according to a circular frame (the circept frame), which allowed a content analysis based on a sequence of analogical concept s. Children’s answers suggest that the concept of brand is apprehended by children of 6/8 years old, furthermore, that children of this age have skills to separate the brand from the product concept and described it as a source of guarantee, of identification and of promises vehicle.