The main purpose of this paper is to understand and analyze the reality of the process of formulating a strategy using the Balanced Scorecard-BSC in a Language Course from Feira de Santana (BA). Bibliographic research, theoretical basement and a local survey where used as methodological procedure. As a result, the use of BSC strategy allowed the articulation and it was found that the BSC also assisted in aligning the steps group, the specific charge and the organizational initiatives, since when the map and the frames generated mental visualization which was essential for the development of their strategic trajectory. The conclusion was that the BSC can be applied in small organizations based on similar terms to those used without major organizations supporting and enabling the formulation of strategy.
O presente estudo analisa o poder da identidade visual de marca no comportamento de consumo em restaurantes presentes
na praça de alimentação no Boulevard Shopping, em Feira de Santana (BA), à luz de conceitos de identidade visual da
marca, modelos de análise de marca e comportamento de consumo em shopping centers. Para avaliar este grau de
importância como diferencial competitivo no processo de tomada de decisão, foi feita a análise do discurso das marcas na
fase qualitativa e posteriormente confrontada com o método quantitativo de pesquisa, realizada por meio de questionários
com consumidores na praça de alimentação. As interpretações de cada identidade visual foram realizadas com base na
teoria da percepção da forma da Gestalt. O principal resultado alcançado foi perceber que existem relações diretas entre o
processo de compra e a identidade visual das marcas.
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