Culture, an Aggregated Value in the Construction of Brand Identities of Companies from Developing Countries

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Material Information

Title:
Culture, an Aggregated Value in the Construction of Brand Identities of Companies from Developing Countries
Physical Description:
1 online resource (102 p.)
Language:
english
Creator:
Correa, Erica D
Publisher:
University of Florida
Place of Publication:
Gainesville, Fla.
Publication Date:

Thesis/Dissertation Information

Degree:
Master's ( M.A.M.C.)
Degree Grantor:
University of Florida
Degree Disciplines:
Mass Communication, Journalism and Communications
Committee Chair:
MOLLEDA,JUAN CARLOS
Committee Co-Chair:
ROBERTS,CHURCHILL L,III
Committee Members:
DUKE,LISA LEE

Subjects

Subjects / Keywords:
brand -- culture -- global -- identity
Journalism and Communications -- Dissertations, Academic -- UF
Genre:
Mass Communication thesis, M.A.M.C.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract:
The purpose of this thesis is to describe the evolution of the role of culture on postmodern societies and the contemporary use of culture as an aggregated value for brands from developing countries. In order to approach this issue from a communication perspective, this thesis describes the use of culture in the construction of the brand identities of three companies, Bourbon Coffee from Rwanda, Natura from Brazil, and Xcaret from Mexico. Thus, after citing the processes that associated culture to commercial and ideological purposes, which contributed to the emergence of postmodernism and transformed brands into symbolic representations of the meanings consumed by societies, this thesis focuses on the current use of cultural elements in the construction of brand identities. By using consumer culture theory as its analytical foundation, and by conducting a qualitative content analysis of the three companies’ advertising material (i.e., advertisements, Webpages, Facebook pages, videos, interviews, press releases, etc.), this thesis investigates the meanings encoded into the brands of Bourbon Coffee, Natura, and Xcaret. Studies on global brands can advance understanding of how transnational companies choose to design and articulate their brand identities. Moreover, studies focusing on cultural elements of brands from developing countries can help to identify what myths these brands are infusing into international markets in order to participate in the ongoing emergence of a “global culture.”
General Note:
In the series University of Florida Digital Collections.
General Note:
Includes vita.
Bibliography:
Includes bibliographical references.
Source of Description:
Description based on online resource; title from PDF title page.
Source of Description:
This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility:
by Erica D Correa.
Thesis:
Thesis (M.A.M.C.)--University of Florida, 2013.
Local:
Adviser: MOLLEDA,JUAN CARLOS.
Local:
Co-adviser: ROBERTS,CHURCHILL L,III.
Electronic Access:
RESTRICTED TO UF STUDENTS, STAFF, FACULTY, AND ON-CAMPUS USE UNTIL 2015-12-31

Record Information

Source Institution:
UFRGP
Rights Management:
Applicable rights reserved.
Classification:
lcc - LD1780 2013
System ID:
UFE0046342:00001