Arquitetura e Branding : O Património Como Elemento da Identidade Corporativa nas Universidades
This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official video...
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| Formato: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Recursos: | Universidad de Málaga |
| Repositorio: | DDFV. Repositorio Institucional de la Universidad Francisco de Vitoria |
| Idioma: | portugués |
| OAI Identifier: | oai:ddfv.ufv.es:10641/7074 |
| Acesso em linha: | https://hdl.handle.net/10641/7074 |
| Access Level: | acceso abierto |
| Palavra-chave: | architecture branding corporate identity institutional communication university Cultural Studies Communication Arts and Humanities (miscellaneous) Yes yes |
| Resumo: | This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official videos, to reinforce their image and values. To this end, a qualitative methodology is employed, based on audiovisual discourse analysis, adopting the heritage quotient model, which allows for the examination of five key dimensions of heritage brands: trajectory, longevity, values, symbols, and history as identity. The analysis of institutional videos from the University of Coimbra, the National Autonomous University of Mexico, and the University of Alcalá confirms that architecture is not merely a functional space but also a symbolic resource that conveys prestige, continuity, and institutional legitimacy. It is observed that the prominent architectural spaces featured in institutional videos serve as key elements in the construction of university identity and their heritage branding strategy. Ultimately, the research concludes that architecture is a strategic asset in the institutional communication of heritage universities. |
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