the creation of a corporative identity um vital element in the consolidation of a mark. It must project imagemintegrada, strong and reconhecvel, so that interpretadapelo consuming in positive way can be identified and. As Kotler (2000, P. 318), … the identity is related with the way as umaempresa it aims at to identify and to locate same itself or its products, maneira Image as the public sees the company or its products. The image is affected pormuitos factors that the company cannot control … the mark identity provides a structure for global suacoerncia.
It establishes the limits of the positioning, regulates half deexpresso and assures its individuality and durability. The concept deidentidade establishes the limits and the contours for a positioning damarca. For Tavares (1998, P. 75), … the mark identity can be defined as umconjunto only of mark characteristics that the company looks for to create to emanter.
It is in these characteristics that the apia company if and if guides to parasatisfazer consuming and members of the company and the society. … The differentiation well-succeeded of one marks requires that elaoferea some type of exclusive value, something different and that it conquers aliderana and the preference of the market. With this strategical approach, asorganizaes have that to modify some positionings, keeping external tunning with oambiente not to lose the leadership and to have eficinciaoperacional profits. According to Oliveira (2002), the evolution of the mark passes for trsestgios: assertive, assimilative and absorvitivo. In the first period of training, oassertivo, the mark speaks for the consumer, communicates its point of view, dizendoque is best the that it is enough to trust them to become the certain thing. Nosegundo period of training, assimilative, the marks assume a dialogue position, about queo customer it thinks that it can be important for the growth of the mark (it is umarelao of equality and participation).
Ambient Justice, is thus: an emergent notion that integrates oprocesso historical of subjective construction of the culture of rights in the bulge deum expansion movement semantics of the human, social, economic rights, cultural eambientais. In the recent experience, ambient justice appeared strategical dacriatividade of the social movements, modifying the configuration deforas social involved in ambient fights e, in determinadascircunstncias, producing changes in the state and regulatrioresponsvel device for the ambient protection (ACSELRAD, 2005, P. 223). The fights for justice ambientalcombinam the defense of rights the culturally specific environments; the proteoambiental against the partner-territorial segregation and the inaquality ambientalpromovidas by the market; to the environmental resources, being contrary, therefore, aconcentrao of the goods ambientaisnas hands of the great entrepreneurs; as well as adefesa of the rights of the future populations, through the interruption dosmecanismos of transference of the environmental resources of the development for favored osmenos economically, a time that ' ' while males to ambientaispuderemser transferred to poor, the general pressure on meioambiente not cessar' ' (ACSELRAD, 2005, P. 226). Soon, the idea centralda ambient justice must be the mobilization of the biggest number of pessoasengajadas in the fight to bar the destructive pressure on the environment that de all we, but one fights conscientious of that the first step is to protect osmais weak. Only thus, ambient justice will be effectively a decidadania instrument.
REFERENCES ACSELRAD, Henri. Ambient justice: Narratives of Resistance to the Social Risk Acquired in eCaminhos Meeting: Formation of Educators (you are) Ambient and Collective Educadores.Braslia: MMA, 2005. OAK, Isabel Cristina de Ambient Moura.Educao: The Formation of the Ecological Citizen. 2.ed. So Paulo: Cortez, 2006. RABBIT, Ricardo. Ambient eJustia racism. Available in: , 2007.
Access in: 03/05/2009. MARTINEZ, Pablo Enrique. HistriAmbiental in Brazil: research and education. So Paulo: Cortez, 2006. PORTO-GONALVES, Carlos Walter. The Globalization dNatureza and the Nature of the Globalization. Rio De Janeiro: CivilizaoBrasileira, 2006.