Dissertations / Theses: 'Cultural Branding'

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Oliveira, Catarina Parkinson de. "Branding cultural e os media sociais: a cultura indie e a urban outfitters." Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1712.

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Numa época em que as mídias sociais desempenham um papel cada vez mais importante e relevante na vida das pessoas, as marcas tiveram que se adaptar a esta nova realidade e nova forma de comunicar, para conseguirem continuar a cultivar uma forte ligação com o consumidor. Para além das redes sociais que têm revolucionado a forma como nos comunicamos uns com os outros, outra grande ferramenta do mundo da web que tem ganho cada vez mais destaque é o blog, que é atualmente utilizado por várias marcas como ferramenta de comunicação. Partindo de uma diferenciação entre Branding e Branding Cultural e analisando conceitos fundamentais para as duas áreas, como brand equity e mercado de mitos, pretendemos analisar como é que uma marca utiliza o blog na sua estratégia de comunicação de identidade baseada na cultura indie, junto dos consumidores.
At a time when social media play an ever more crucial and meaningful role in people’s lives, brands had to adapt to this new reality and means of communication, in order to continue to harness a strong relationship with the consumer. Besides the revolution that social networks brought about in the way we communicate with each other, another great tool in the web world that has increasingly become more important is the blog, which is currently widely used by brands as a communication tool. Building upon a differentiation between Branding and Cultural Branding and analyzing fundamental concepts for the two areas, such as brand equity and the so called myth market, we intend to look into how a brand uses the blog in its identity communication strategy, based in the indie culture, to reach the consumer

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Khamis, Susie. "Bushells and the cultural logic of branding." Phd thesis, Australia : Macquarie University, 2007. http://hdl.handle.net/1959.14/70732.

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Thesis (PhD)--Macquarie University, Division of Society, Culture, Media & Philosophy, Dept. of Media, 2007.
Bibliography: leaves 281-305.
Introduction -- Advertising, branding & consumerism: a literature survey -- Methodology: from Barthes to Bushells -- A taste for tea: how tea travelled to and through Australian culture -- Class in a tea cup -- A tale of two brands -- Thrift, sacrifice and the happy housewife -- 'He likes coffee SHE likes tea' -- 'Is it as good?': Bushells beyond Australia -- 'The one thing we all agree on' -- Conclusion.
Since its introduction in 1883, the Bushells brand of tea has become increasingly identified with Australia's national identity. Like Arnott's, QANTAS and Vegemite, Bushells has become a part of the nation's cultural vocabulary, a treasured store of memories and myths. This thesis investigates how Bushells acquired this status, and the transformation by which an otherwise everyday item evolved from the ordinary to the iconic. In short, through Bushells, I will demonstrate the cultural logic of branding. -- Bushells is ideally suited for an historical analysis of branding in Australia. Firstly, tea has been a staple of the Australian diet since the time of the First Fleet. So, it proves a fitting example of consumer processes since the early days of White settlement. From this, I will consider the rise of an environment sensitive to status, and therefore conducive to branding. In the late nineteenth century, Bushells was challenged to appeal to the burgeoning corps of middle class consumers. To this end, the brand integrated those ideals and associations that turned its tea into one that flattered a certain sensibility. Secondly, having established its affinity with a particular market group, the middle class, Bushells was well positioned to track, acknowledge and incorporate some of the most dominant trends of the twentiethcentury; specifically, the rise of a particular suburban ideal in the 1950s, and changing conceptions of gender, labour and technology. Finally, in the last two decades, Bushells has had to concede decisive shifts in fashion and taste; as Australia's population changed, so too did tea's place and prominence in the market. This thesis thus canvasses all these issues, chronologically and thematically. To do this, I will contextualise Bushells' advertisements in terms of the contemporary conditions that both informed their content, and underpinned their appeal. -- Considering the breadth and depth of this analysis, I argue that in the case of Bushells there is a cultural logic to branding. As brands strive for relevance, they become screens off which major societal processes can be identified and examined. As such, I will show that, in its address to consumers, Bushells broached some of the most significant discourses in Australia's cultural history.
Mode of access: World Wide Web.
v, 305 leaves ill

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Pimenta, Joana. "Branding cultural e comunicação de marcas de moda." Master's thesis, Universidade da Beira Interior, 2012. http://hdl.handle.net/10400.6/1710.

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O contexto desta dissertação é o mercado de moda portuguesa. Dando especial atenção à comunicação de marcas de moda portuguesas e como elas se dirigem ao consumidor português. Procuramos averiguar a notoriedade dessas mesmas marcas junto do consumidor em causa. E de que forma a disicplina do branding cultural ajuda na construção do diálogo entre marca e consumidor. Através de um estudo de caso sobre a marca de moda portuguesa Pelcor, descurtinamos as vantagens competitivas que o branding cultural traz no desenvolvimento da estratégia de comunicação da marca. No levantamento bibliográfico procuramos definir as disciplinas de branding cultural e comunicação, apoiando-nos principalmente nos teóricos e académicos: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano e Rasquilha. A metodologia que usamos é a pesquisa exploratória, que assume a forma de recolha bibliográfica e estudo de caso. Sendo que o resultado principal é uma proposta de estratégia de branding cultural para a marca Pelcor. Concluimos com este trabalho que a atenção à cultura nas estratégias de comunicação de uma marca dá-lhe a vantagem de conhecer e entender melhor o seu consumidor, propiciando mais facilmente a sua identificação com a marca. Para além, de que se revelou um tema relevante para a época de crise que vivemos no nosso país, abrindo portas para a descoberta de vantagens no desenvolvimento do mercado da moda nacional.
The context of this dissertation is the portuguese fashion market. Giving special attention to the communication of portuguese fashion brands and how they are addressing the portuguese consumer. We seek to ascertain the reputation of those brands to the consumer concerned. And how the subject of cultural branding helps in building a dialogue between the brand and consumer. Through a case study on the portuguese fashion brand Pelcor, we discover competitive advantages that a cultural branding strategy brings in the development of brand communication. In our bibliographic research we sought to define the disciplines of cultural branding and communication, relying mainly on the theorists and academics: Gomez, Holt, McCracken, Kotler, Lindstrom, Caetano and Rasquilha. The methodology we use is exploratory research, which takes the form of bibliographic resezrch and case study. Since the main result is a proposal for a cultural branding strategy for the brand Pelcor. We conclude this work knowing that given attention to culture in the communication strategies the brand as an advantage in knowing and understanding the consumer, making the identification with the brand easier. Besides, it proved to be a significant issue for the time of crisis we live in our country, opening the door for the discovery of advantages in the development of our national fashion market.

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Krochta, Carrie Ann. "Layers of Branding: City and Arts Organization Branding in Columbus, Ohio." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1345471017.

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Zhiyan, Wu. "The co-creation and circulation of brands and cultures : historical Chinese culture, global fashion systems, and the development of Chinese global brands." Thesis, University of Exeter, 2010. http://hdl.handle.net/10036/3165.

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This dissertation is a study of the possibilities and processes of constructing strong Chinese brands in the global marketplace. It investigates conceptual and strategic relationships between brands and cultures, focusing specifically on the issue of the unprivileged position of Chinese brands vis-à-vis that of other famous global counterparts. Accordingly, it deploys three illustrative cases from the Chinese context – Jay Chou (a successful Chinese music artist), the 2008 Beijing Olympics opening ceremony, and Shanghai Tang (a global Chinese fashion brand). In so doing, it moves away from the general trend to study the managerial aspects of Western brand building in Chinese contexts, and instead examines how Chinese brands express cultural aspects of their own well-known brand development models in the global marketplace. In short, this study uses a Chinese vantage to examine the emergence of cultural branding (using historical culture and global fashion systems to develop global brands), and its capacity to function as a useful complement to existing models of brand globalisation and global brand culture. The function of the three cases is illustrative and analytic. Collectively, they serve as a lens through which to study Chinese brand development in the global marketplace and examine global brand culture. Each case was fleshed out through various multi-sited ethnographic studies, which consisted of interviewing and observing consumers and managerial workers, the results of which shed light on several important but under-studied aspects of global brand culture. These include Chinese cultural branding in the global context, the cultural approach to branding among various brand actors, and relationships between brands and cultures across branding cultures. Drawing on these examinations, this study not only demonstrates ways in which brands and cultures circulate and construct each other in global brand culture. It also uses these insights to argue for the development of Chinese culture or Chinese-ness into a global brand resource by Chinese brand builders.

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Boonkasemsanti, Isariya. "Design Guideline for Cross-Cultural Branding : A case for Thai Dessert Brand in Cincinnati." University of Cincinnati / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1439300866.

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Hyvönen, Sanna. "Sub-cultural resistance and representations of the Sami : Conflicts of interest in the Umeå2014Capital of Culture project." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255761.

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The Cultural Capital of Europe project aims to highlight and promote culture of a specific region in Europe during a calendar year. Umeå was chosen to become the Capital of Culture in 2014 and highlight the northern corner of Europe. A new “Open source” approach with the objective to increase participation and co-creation of different actors in the cultural capital year was introduced. This study examines media descriptions of the Samis and alternative cultural groups’ participation in the Cultural Capital year. Both quantitative and qualitative methodological tools were used to analyse descriptions of these groups’ in digital articles from local newspapers. The findings indicate of widespread discontent with how these groups were represented in the Cultural Capital year. The Samis were described as being excluded from planning but included in the implementation of the programme. The alternative cultural groups were instead described as being included in the planning but excluded from participation in the programme year. The relations between these groups and the organisers were analysed in terms of hegemony. The results indicate the relations being in balance at the beginning of the year but started to weaken at an early stage.

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Bugarin, Quevedo Mariana Maribel, and Rivera Caroline Nicol Cisneros. "La aplicación del City Branding como estrategia para el incremento del turismo cultural." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2020. http://hdl.handle.net/20.500.12404/20313.

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Los índices del turismo a nivel global se han ido incrementando año tras año (OMT, 2018), y con ello la competitividad de las ciudades por atraer turistas y posicionarse como destinos líderes en turismo. Ante ello, algunas ciudades han recurrido al City Branding como herramienta para potenciar su imagen, tener mayor llegada internacional y así aumentar su turismo. Esta tendencia viene aplicándose en diversas ciudades de la región latinoamericana con un turismo cultural enfocado en industrias artísticas, potenciando su oferta más allá de la cultura tangible tradicional. Ante ello, el centro de la presente investigación es explorar cómo la gestión de destinos turísticos mediante la aplicación del City Branding conlleva al incremento del turismo cultural. En ese sentido, se realiza un análisis teórico de las principales investigaciones de diversos autores con relación a los conceptos City Branding, gestión de destinos y turismo cultural, así como su evolución, factores y enfoques, respectivamente; asimismo, se identifica la relación entre los tres términos mencionados. Seguidamente, en base a la conceptualización teórica previa, se desarrolla el contexto de la situación actual y aplicación de los términos en cuestión en las principales ciudades de América Latina. Mediante lo cual se identifica el escenario en que se encontraban las ciudades al momento de aplicar la estrategia y los principales criterios que caracterizan su caso. Del mismo modo, se realiza una descripción contextual específica de la situación actual de estos conceptos en la ciudad de Lima a fin de entender la realidad de la ciudad respecto a aplicar la estrategia planteada en ella. Finalmente, a partir de los principales hallazgos encontrados a partir de los casos prácticos, se concluye que la relación entre estos términos se da en la medida que la gestión de destinos turísticos es una estrategia mayor que se apoya en el City Branding, este último como medio de promoción de una ciudad, donde el turismo cultural artístico es la propuesta de valor. De igual manera, se puede rescatar que el City Branding se convierte en una estrategia pertinente para los sectores turismo y cultura en la medida que resulta relevante su aplicación para la promoción de una ciudad como destino turístico potencial enfocado específicamente en el turismo cultural.

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Fordham, Andrew Ian. "Food, art, books : a case study of the cultural politics of rural place branding." Thesis, Open University, 2011. http://oro.open.ac.uk/54664/.

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Using a multi-sited ethnographic case study, this thesis examines the development of rural place brands in three towns in Scotland. Engaging with the literatures on place branding and entrepreneurial governance, and the theoretical work of Pierre Bourdieu, this thesis critically examines how and why the place brands in a rural context were developed; how the places were transformed (reconstructed) through branding; the struggles and contestations within the branding process; and the perceived audiences for such developments. It is argued that whilst there are numerous similarities in the developments of the brands, there are also significant differences to that of urban place branding. This thesis thus problematises the application of theories of branding developed in urban areas to rural contexts. It is also argued that, despite the branding literature suggesting that brands promote a clear, coherent and holistic identity for place (see Kavaratzis, 2005), the development of brands in the current research has been deeply contested, and fraught with various struggles over how the brand (and the place more broadly) should be represented. This thesis thus challenges the extent to which a clear, coherent and holistic identity of the brand (and place) can be established. Finally, whilst it has been argued that place marketing and branding strategies seek to target specific audiences (as was also the case in the current research) (see Gotham, 2002), this thesis argues that in practice, this is a deeply problematic process as the audience of place brands is actually rather diverse. In sum, this thesis makes a significant contribution to our knowledge on place branding by providing an in-depth critical examination of place branding processes in a rural context, which has been all too often neglected by a dominant focus on the urban.

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Duranton, Jeanne, and Laurent Sery Emilie Theau. "Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49953.

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Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. While the literature in branding is extensive, the link between wine family firms and their cultural heritage in the branding and the brand identity is poorly tackled. Given the wine history in a country like France, cultural heritage is a key point and its effect on wineries is a subject that deserve further research.Purpose: The purpose of this paper is to explore the branding of wine family firms. The focus is set on exploring how and why family wineries are using their cultural heritage in branding, and how it affects the brand identity of wineries. By explaining the use of cultural heritage, we wish to understand the reason of the success in turning their personal background into the main asset of their branding strategy.Method: This research is qualitative and based on an interpretivist paradigm. Research method is following the Grounded Theory approach. Primary data are collected via open-ended interviews and all participants are family wineries with significant business seniority in Burgundy, France, as well as wine experts.Conclusion: The results show that family wineries use cultural heritage within their branding for three reasons: (1) Terroir gives the components of the product and directly influence the product positioning, (2) Customers behaviour and expectations is influenced by winery cultural heritage, (3) Industry requires higher reputation and singularity, brought by innovation and tradition. The leverage of their cultural heritage in branding and its outcomes on brand identity is done though (4) Storytelling of wineries cultural heritage which plays on the pleasure, emotional and cultural aspect of wine.

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Condon, Jane A. "Being "Like A Girl" in the Twenty-First Century: Branding and Identity Through Cultural Conversation." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/scripps_theses/565.

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Branding exists at the intersection of culture and economics and is an increasingly important tool in distinguishing commodities. Over the past few years, more and more companies have started to use discourses of female empowerment, celebrating femininity, womanhood, and all things “girly” to sell their products - spiking sales, racking up millions of online views, and starting important conversations in the process. Procter & Gamble's “Like A Girl” campaign for Always creates a productive tension and way of thinking about both brand and buyer. The “Like A Girl” campaign is unique because it presents a feminist message to and about younger girls, a group that is often left out of broader discussions of feminism, and it creates a space for support, identification, and critical engagement with essentializations of the female body.

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Balint, Anat. "Branded reality : the rise of embedded branding ('branded content') : implications for the cultural public sphere." Thesis, Goldsmiths College (University of London), 2016. http://research.gold.ac.uk/18798/.

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This thesis explores the rise of embedded branding (‘branded content’) since the early 2000s, a funding model in which sponsors are integrated into media content. It examines its implications for the functioning of the media as a cultural public sphere. Located within the political economy approach, the research takes a critical perspective, arguing that ‘branded content’ is, in Habermasian terms, an act of manipulation. Two case studies of British and Israeli reality television shows were used to explore three questions: 1. How does the ‘branded content’ market work? 2. Are we witnessing a new phase of content commercialisation and if so, what are its characteristics? 3. What are the implications for the media’s functioning as a cultural public sphere and, consequently, how should regulators and policy makers cope with the phenomenon? The findings uncover a niche market in which branded content agents facilitate formal agreements between sponsors and producers. As both sides have the need to look for alternative funding models in a growingly fragmented reality, these co-operations typically start as ‘synergetic’, however their implementation often becomes rife with conflict. The data further suggests sponsors influence media content in two key ways. First, through ‘deep integration’: brands appearing through abstract and surreptitious representations in programming (rather than ‘classic’ product placement). Second, through ‘continuous integration’: the tendency of these agreements to encompass multiple platforms, and predominantly the Internet, which enables personal data collection. Embedded branding therefore should be seen as a new commercialisation phase, typical of the digital age, in which brands gain omnipresence in the cultural public sphere. The two main potential harms caused by these developments are first, the saturation of the media with manipulative messages by sponsors, which distorts the editorial process and threatens freedom of expression. The second relates to the gradual loss of audience trust in the media as a platform for public debate, which is the gravest threat ‘branded content’ presents to the role of the media in democracies.

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Shaw, Lawrence M. "Grassroots Branding: An Exploration of Grassroots Businesses within the Florida Skateboard Community." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/7085.

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Why do original/grassroots branding efforts occurring on a local level continue to proliferate despite the existing market saturation created by larger corporate entities? Using existing theoretical frameworks associated with “do it yourself” (DIY) culture, this thesis explores cultures and themes associated with skateboarding, including the production and consumption of brands of skateboarding products; the use of space and spatiality by skateboarders; and, finally, changes in skateboarding. I conducted ethnographic interviews within a network of skateboard entrepreneurs in the Florida skateboard community, seeking to understand why they start brands, their perceptions of their entrepreneurial efforts, and how these businesses operate. Drawing from historical, visual and interview data, I identify the roles that branding efforts play into the formation of skateboard culture. The project analysis creates an understanding of skateboard culture that explores skateboard identity at the intersections of consumer/citizen, individual/citizen and the politics of larger capitalist structures and the entrepreneurial efforts of local business.

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Hults, Christopher S. "Shakespeare's Cultural Capital Conversion." BYU ScholarsArchive, 2019. https://scholarsarchive.byu.edu/etd/7736.

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Shakespeare's vast cultural capital does not often translate easily to financial capital.Whether those who invest in Shakespeare seek financial, educational, or cultural gain, anunderstanding of capital conversion as it relates to Shakespeare industries can inform decisionsand clarify goals. After clarifying and delineating what we have and know of Shakespeare before1616 and what has been created by culture regarding him after 1616, we label the latterShakesaltation, then seek the key to converting his cultural capital to financial capital. ApplyingPierre Bourdieu's states of cultural capital to the Shakespeare industry illustrates why manyinvestments fail, few succeed, and why: cultural capital must be in its institutionalized state inorder to be convertible to profit. Juxtaposing three case studies of Shakespeare industries (Film,Cultural Destination Tourism, and the Bard Branding practice in various industries), analyzedusing Bourdieu, confirms that Shakesaltation — the ideals and myths that have been createdaround Shakespeare beyond his death — are the key to profiting from Shakespeare.

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Castro, Aneliese I. "Football, Beer, and Branding: A Case Study of the Ohio State University." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/scripps_theses/248.

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This thesis is about the Ohio State University and the fans of the OSU Buckeyes Football Team. In a study of the students that attend this university, I highlight the behavioral norms that dictate their identities and daily practices. I mean this report to serve as an example of the way in which college football, the marketing and rhetoric of the university, and larger cultural assumptions about college form individual identity. The perspective employed in this report is that of the anthropological process of participant observation, and therefore includes personal reflections throughout my research. This thesis focuses on the theoretical framework of Erving Goffman and discusses the intersection between college football and undergraduate education.

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Van, Zyl Izak Jakobus. "Community Ltd. and the spirit of ethno-enterprise : exploring cultural branding and incorporation among the Makuleke." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/4282.

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Thesis (MA (Sociology and Social Anthropology))--University of Stellenbosch, 2010.
ENGLISH ABSTRACT: In this thesis, I examine the case study of the Makuleke in Limpopo province. This community entered the public spotlight when it regained its former homeland in the Kruger National Park. It currently partakes in an extensive programme on ‘responsible tourism’ via commercial expansion. This concession allows (or is supposed to allow) for increased community development and economic growth in the Makuleke region. The community has become more business-like in their approach to this concession. This process is encapsulated by the formalisation of the land management structures in what I refer to as Makuleke Inc. Makuleke Inc. has at its heart a ‘cultural business’, of which an ‘authentic Makuleke’ is presented and traded. I detail the production of unique, bona fide culture through branding (that is, commercial representation). This practice contributes to new or different configurations of identity and collective belonging. “
AFRIKAANSE OPSOMMING: In hierdie navorsingstuk behartig ek die gevallestudie van die Makuleke in Limpopo. Hierdie gemeenskap het die publieke oog betree nadat sy tuisland in die Kruger Nasionale Wildtuin teruggewen is. Tans is dit betrokke by ‘n omvattende program in ‘verantwoordelike toerisme’ deur middel van kommersiële ontwikkeling. Hierdie konsessie dra by (of is veronderstel om by te dra) tot verhoogde gemeenskaps- en ekonomiese groei in die Makuleke omgewing. Die gemeenskap se benadering tot genoemde toegewing is besigheids-georiënteerd. Hierdie proses word gekenmerk deur die formalisering van die grond-beheerstrukture deur wat ek noem Makuleke Inc. (ingelyf). Makuleke Inc. is as’t ware ‘n ‘kulturele onderneming’, waar ‘n ‘egte Makuleke’ voorgestel en verhandel word. Ek beskryf die produksie van ‘n unieke, egte kultuur deur die gebruik van handelsmerke (dit is, kommersiële voorstelling). Hierdie proses dra by tot nuwe of ander gestaltes van identiteit en gemeenskaplikheid.

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Lee, Jinwoo. "Cultural branding of young and emerging contemporary artists : the role of art fairs and online platforms." Thesis, University of Kent, 2018. https://kar.kent.ac.uk/67652/.

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This thesis aims to analyse the process of branding young and emerging artists in the contemporary art market, focusing on the valuation of works of art. The ambiguous borderline of being a work of art in terms of appearance poses a challenge for the market, which requires an explanation of its symbolic value and meaning. A thick, multifarious group of intermediaries in the art world contributes to the construction of legitimacy for artists and their artworks, engendering the understanding of such value. Through the legitimation process, artworks by young and emerging artists are rendered accepted and validated, thereby branding them. Some researchers on arts marketing have explored the valuation process by applying socio-cultural perspective on branding. However, such application has empirically overlooked two important mediums: art fairs and online platforms. Theoretically, the complex and fluid valuation structure in the art market, driven by the uncertain value of contemporary art and the repositioning of inner members of the art world, is a compelling research issue to be explored at the societal level. To do so, this thesis begins with investigating Andy Warhol's Brillo Box. This research also explores Frieze London and the Other Art Fair by collecting data from direct observation and secondary sources. The research additionally conducts an instrumental case study of Saatchi Art, using data from interviews, observation, and document reviews. The key finding of the historical case is that the legitimacy of Warhol and his artworks was shaped by various elements such as the intermediaries, a myth in society, an artistic movement, the artists' persona and social networks. Moreover, the empirical cases of art fairs and an online platform enact the functions of discovering, introducing, instructing, and including young and emerging artists. This indicates that these institutions play the role of intermediaries and contribute to framing the legitimacy of the artists and artworks, thereby branding new artists. Although art fairs and an online platform hold varying positions in the hierarchical order of valuing artworks in the art world (depending on the extent of their accumulated symbolic value), it is noteworthy that such mediums, which did not exist in the hierarchical structure before the twentieth century, have become important insiders in the structure. However, this research concludes that this change does not substantially reconstitute the stratified structure of the art world that has existed prior to their emergence. The theoretical contribution of this thesis lies in extending the application of Holt's (2004) theory of cultural branding to the context of arts. Building on the recent literature on cultural branding of artists (Kerrigan et al. 2011; Hewer, Brownlie and Kerrigan 2013; Muñiz, Norris and Fine 2014; Preece and Kerrigan 2015; Rodner and Preece 2015), this thesis conceptualises the process of legitimising young and emerging artists and their artworks as normative and cultural-cognitive legitimacy shaped by intermediaries through the stages of discovery, introduction, instruction, and selection. Moreover, by drawing on sociological arguments by Becker (1984) and Bourdieu (1996), the conceptual framework of the present study acknowledges the hierarchical structure of the art market and intricate interactions among intermediaries in the art world.

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Song, Jung Eun. "Considering Nation Branding as a Way to Build International Cultural Relations: The Case Study of the Korean Cultural Centers in the United States." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1285095439.

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Kania-Lundholm, Magdalena. "Re-Branding A Nation Online : Discourses on Polish Nationalism and Patriotism." Doctoral thesis, Uppsala universitet, Sociologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180903.

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The aim of this dissertation is two-fold. First, the discussion seeks to understand the concepts of nationalism and patriotism and how they relate to one another. In respect to the more critical literature concerning nationalism, it asks whether these two concepts are as different as is sometimes assumed. Furthermore, by problematizing nation-branding as an “updated” form of nationalism, it seeks to understand whether we are facing the possible emergence of a new type of nationalism. Second, the study endeavors to discursively analyze the ”bottom-up” processes of national reproduction and re-definition in an online, post-socialist context through an empirical examination of the online debate and polemic about the new Polish patriotism. The dissertation argues that approaching nationalism as a broad phenomenon and ideology which operates discursively is helpful for understanding patriotism as an element of the nationalist rhetoric that can be employed to study national unity, sameness, and difference. Emphasizing patriotism within the Central European context as neither an alternative to nor as a type of nationalism may make it possible to explain the popularity and continuous endurance of nationalism and of practices of national identification in different and changing contexts. Instead of facing a new type of nationalism, we can then speak of new forms of engagement which take place in cyberspace that contribute to the process of reproduction of nationalism. The growing field of nation-branding, with both its practical and political implications, is presented as one of the ways in which nationalism is reproduced and maintained as a form of “soft” rather than “hard” power within the global context. The concept of nation re-branding is introduced in order to account for the role that citizens play in the process of nation branding, which has often been neglected in the literature. This concept is utilized to critically examine, understand, and explain the dynamics of nation brand construction and re-definition, with a particular focus on the discursive practices of citizens in cyberspace. It is argued that citizens in the post-socialist countries, including Poland, can engage in the process of nation re-branding online. It is also argued that this process of online nation re-branding may legitimately be regarded as a type of civic practice through which citizens connect with each other and reproduce a form of cultural national intimacy. The results of the analysis of the online empirical material illustrate that nation re-branding is a complex, dynamic, and ambivalent phenomenon. It involves a process of discursive negotiation of nation and of national identity, but also challenges, dismantles, and transforms the national image as it is communicated both internally and externally. This reveals nation re-branding as an element in the post-socialist transformation from a ”nation” to a ”Western,” ”modern,” and ”normal” country in which dealing with an ”old” nation brand is as equally important as the introduction of the new brand. Nationalism does not disappear in the digital age, but rather becomes part of the new way of doing politics online, whereby citizens are potentially granted a form of agency in the democratic process.

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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.

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Dockendorff, Cortés Valeska. "Estar, vivir, sentir Matucana. Estudio del City Branding y la identidad cultural para la puesta en valor de territorios." Tesis, Universidad de Chile, 2014. http://repositorio.uchile.cl/handle/2250/134723.

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Olsson, Kristin, and Sofia Lindkvist. "Knowledge transfer across cultures in the manufacturing industry : A study of Scania’s global implementation of employer branding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179787.

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The purpose of this paper was to examine how cultural differences affect an MNC’s knowledge transfer of the concept employer branding, and what support subsidiaries need from headquarters for the MNC to become a global employer brand. The result is based on theoretical findings of employer branding, knowledge transfer and culture, applied to interview results at Scania. The knowledge transfer of the concept employer branding involves the implementation of a global employer branding communication platform. Findings show that Scania face challenges in employer branding awareness within the MNC, knowledge transfer internalization in subsidiaries, and balance of standardization and adaptation in connection to cultural dimensions of the markets. To overcome these challenges, Scania needs to further develop relational, social and organizational contexts for the MNC to become a global premium employer brand. The thesis has high originality since it gives implications to a specific MNC regarding the specific topic employer branding in a certain time of the implementation process.

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Samoylina, Ekaterina. "Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic." Thesis, Uppsala universitet, Medier och kommunikation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-263464.

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The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media, and nation branding. Theoretical framework includes appropriate concepts and perspectives that guide the analysis such as the TOPSTAR model, theory on types and specialization of personal brands, advertising, cultural branding and the nation brand of Sweden. The study combines different research techniques: quantitative content analysis and semiotics. The data is gathered from official accounts of Zlatan Ibrahimovic on social media outlets such as Facebook, Twitter, Instagram and the mobile application Zlatan Unplugged. Furthermore, the data for analysis is also received from YouTube videos concerning two campaigns: the Volvo XC70 commercial and “805 million names” awareness campaign by World Food Program. The results of the research outline main characteristics of the personal sport brand, show differences in representation of the brand depending on digital media platform and identify the leading attributes of the personal sports brand. The investigation uncovers a connection between the personal sports brand of Zlatan Ibrahimovic and the nation brand of Sweden and shows how the personal sports brand functions on the cultural level. The thesis might be interesting for both researchers and practitioners in the spheres of media and communication studies, personal sports branding and nation branding.

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Heck, Allison Jane Abbott. "Producing Authenticity: The Process, Politics and Impacts of Cultural Preservation in Washington, DC." Diss., Virginia Tech, 2013. http://hdl.handle.net/10919/51284.

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This dissertation investigates how the process, politics, and impacts of culturally-framed redevelopment balance growth and equity within inner-city neighborhoods experiencing change. Redevelopment programs that draw upon existing arts and cultural assets have been supported and identified by planners as a strategy of local economic development. However, critiques of cultural preservation as a form of economic development argue that the norms and goals of such planning efforts and their impact on existing residents require further evaluation. For example, planning scholars find that cultural preservation may reinforce both existing spatial divides and forms of social exclusion. At the same time, the recognition of ethnic and minority heritage by non-local forces has been identified by some scholars as an opportunity to further the multicultural transformation of public history as well as locally sustainable community development that benefits the neighborhood\'s original inhabitants.

I employ an extended case study research design and ethnographic methods to analyze how the process of producing authenticity contributes or impinges on development and market potential as well as social preservation efforts in a historic African American neighborhood, U Street/Shaw, within Washington, DC. An analysis of the implementation of the guiding vision for the neighborhood\'s cultural redevelopment, The DUKE Plan, occurs on three scales: neighborhood, anchor institutions, and individual (residents and visitors). Pro-growth strategies that bolstered the marketable "Black Broadway" place brand were supported at each scale rather than opportunities to preserve the neighborhood\'s identity through the retention of long-term residents and interpretation of the breadth of the community\'s identity. As a result of culturally-framed redevelopment, the U Street/Shaw neighborhood continues to gentrify causing a loss of belonging and ownership of cultural heritage among long-term residents. Solutions to ensuring that social equity provisions are delivered in culturally-framed redevelopment requires the adoption of accountability measures defined by existing residents during the planning process that commercial and government stakeholders must continually adhere to throughout and after implementation.

Ph. D.

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Landqvist, Magnus. "The Impact of Culture on Perceived Employer Attractiveness." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70440.

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As the years go on the struggle to attract the most talented people has gotten increasingly fierce for organisations all over the world. In order to help them win this struggle organisations have developed a tool. This tool is employer branding, which is when an organisation implements marketing strategies to human resource activities. A branch of employer branding which deals specifically with the ability to attract employees is employer attractiveness. Studies on what makes an organisation particularly attractive as an employer has been conducted all over the world, and they have reached different conclusions. There has been speculation that the cultural differences between countries is the underlying cause to these differences in the findings, but not enough research has been conducted in the area to say for certain. The purpose of this thesis is to explain that apparent connection between what makes and employer attractive to someone and that person’s cultural values, as well as seeing if culture has an impact on what someone finds attractive in an employer. The best way of doing so was to conduct a quantitative, explanatory study, where questionnaires were sent to university students in two countries, Sweden and Germany. The questionnaire contained both elements related to employer attractiveness as well as to culture. The data was then analysed using statistical tests such as correlation and regression in order to fulfil the purpose of the study. After the analysis was conducted it was clear that there is a significant connection between employer attractiveness and culture, and that a person’s culture has an impact on what they find attractive in a potential employer. However, not all aspects of employer attractiveness perfectly correspond with all aspects of culture, but enough do to state that a connection and impact does exists. These findings are of value for organisations wanting to better target their strategies of attracting employees. The findings are especially relevant for organisations operating in a multinational environment, where impact of difference between cultures have to be taken into account to an even greater extent.

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Pastor, Martínez Luciana. "Marca país. Hegemonía del branding y diversidad multícultural en el estado-nación. Chile en el período de la transición democrática (1990-2014)." Tesis, Universidad de Chile, 2015. http://repositorio.uchile.cl/handle/2250/138185.

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Tesis para optar al título de Diseñador Gráfico
Investigación teórica sobre la política de diseño en la representación del Estado-nación. Teniendo como objeto de estudio la marca país o nation brand –paradigma ideológico y económico de la globalización mundial– esta investigación aborda el branding de la nación durante la transición democrática en Chile (1990-2014). Ante las diferentes transformaciones sociales, que han acontecido en el siglo XXI en América Latina, para este estudio es relevante considerar la existencia de diversas etnias y ciudadanías, que hacen visible y evidencian la heterogeneidad política y cultural del Estado-nación, precisamente durante este periodo. Por esta razón se reflexiona, desde la hegemonía del diseño de branding, sobre los mecanismos postcoloniales que construyen –y reconstruyen– los imaginarios geográficos y culturales en las representaciones de la marca país.

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Longley, Emily. "Like Me: Generation Z, Instagram, and Self-Branding Practices." Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/scripps_theses/1093.

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The newest generation, raised and immersed in today's hyper-consumer culture, has learned to define the self within a neoliberal and capitalist framework in which self-branding and ascribing to hegemonic principles appears imperative to one’s personal success.

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Tessler, Holly Susan. "Beatles for sale : the role and significance of storytelling in the commercialisation and cultural branding of the Beatles since 1970." Thesis, University of Liverpool, 2009. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.510946.

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The subtitle to this thesis is: 'the role and significance of storytelling in the commercialisation and cultural branding of the Beatles since 1970'. In large part, this idea has been informed by, and evolves from, experiences of the role and significance of storytelling in my own Beatle fandom, as I came to the story of the Beatles before I ever consciously listened to their music. I was 10 years old in 1980, the year of John Lennon's assassination, and I had never heard of the Beatles. I suppose it was seeing endless streams of news reports about the Beatles and John Lennon's death that took me not to the record shop, but instead, the public library to learn more about them. More than just the catalyst for my awareness of, and interest in, the Beatles, stories about the Beatles continued to feature prominently in my ongoing fandom. From a contemporary perspective, it seems almost unimaginable, but as a young Beatles fan growing up in 1980s America, there was almost no Beatle products on the market. Besides Beatle records, the regular purchase of new Beatle books was the only readily available opportunity I had to express and indulge my fandom. It was only when news of George Harrison's death from cancer broke on 29th November 2001, however, did I realise just how little time I had taken to explore Liverpool's Beatles connections. Until that time, I had never paused to consider the fact that Beatle storytelling was not just a process that happened in books and documentaries, but was alive and dynamic, implicated with places and people and events, happening in ways and through means which extend far beyond the Beatles themselves. Realising that the Beatles were autochthonously bound up with the wider cultural, material and historical frameworks of not only Liverpool, but also places like London, Hamburg, New York, and even more broadly still of British popular history and culture, catalysed me into thinking more substantially about the further implications of Beatle storytelling. At the same time, I also began to think about the inverse - how all of these Beatle storytelling enterprises impacted on the group themselves. It is in consideration of all of these observations that I undertook the research presented here.

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Olsson, Aasen Antonia, Frida Nouvel, and Cecilia Bos. "Estrid : att bygga ett varumärke på feministiska budskap." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26212.

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Inom marknadskommunikation har det genom åren blivit allt viktigare för företag att engagera sig i sociala frågor i syfte att bygga upp sitt varumärke (Dahlén, Lange & Rosengren2017). Genom samhällsutvecklingen har synen på könsstereotyper och ideal förändrats vilket har bidragit till att feministiska budskap inom reklam har tagit en väsentlig roll. Genomfeministisk manifestation kan varumärken uppmärksamma och förmedla budskap tillframförallt kvinnor och samtidigt bidra till en positiv och stärkande bild av varumärket (Windels, Champlin, Shelton, Sterbenk & Poteet 2019). Syftet med studien är att skapa kunskap om hur feministiska budskap används för att byggaett varumärke. För att besvara syftet har en tematisk analys med stöd av semiotisk analysundersökt bilder, reklamfilm och skriftlig kommunikation publicerade på Estrids egna kontrollerade kanaler. Studien har sin utgångspunkt i teorierna kulturell branding, kommodifierad feminism, femvertising samt semiotik och analyserar hur feministiska budskap kommer till uttryck i Estrids marknadskommunikation. Genom analysen framgår fyra huvudteman som ligger till grund för Estrids kommunikation i form av mångfald, bestäm över din egen kropp, utmana normerna och att sälja feminism. Dessa utgörande teman påvisaratt självständighet, självsäkerhet och befriande av kvinnans kropp är de huvudsakligafeministiska tecken som kommer till uttryck och som fäster betydelse till produkterna. De visar även att feministiska budskap används i syfte att bygga upp sin varumärkesidentitettillsammans med ett kommersiellt intresse, vilket är fördelaktigt för Estrid men kan vara problematiskt då det kan förminska feminismens kraft och betydelse. Studiens resultat visar att ett varumärke kan bygga sin identitet och skapa en plats på marknaden genom feministiska budskap som utmanar kulturellt skapade samhällsnormer. Estrid påvisar med användning av kommodifierad feminism i kombination med kulturell branding att deras kommunikation tar utgångspunkt i feministiska budskap som byggt deras varumärke och skapat en tydlig plats på marknaden. De tar ställning till kulturellt konstruerade samhällsnormer och har även ett bakomliggande kommersiellt intresse. Studien är skriven på svenska.
Over the years it has become increasingly important for companies regarding marketing communication to get involved in social issues in order to build their brand (Dahlén, Lange &Rosengren 2017). Due to changes in society, the view of gender stereotypes and body norms has changed which have contributed to the fact that feminist messages in advertising have taken on a significant role. Through feminist manifestation, brands can draw attention to and present messages to particularly women, and at the same time contribute to a positive and strengthening image of the brand (Windels, Champlin, Shelton, Sterbenk & Poteet 2019).The purpose of the study is to gain knowledge about how feminism in marketing communication is used to build a brand. To answer the purpose, a thematic analysis based on a semiotic analysis has been used to examine images, commercials and texts published on Estrid's own controlled marketing channels. The study is based on the theories of cultural branding, commodified feminism, femvertising and semiotics which support the analysis of how feminist messages are expressed in Estrid's marketing communication. In the analysis four main themes appear in Estrid's communication which are diversity, determined over your own body, challenging the norms and selling feminism. These defining themes reveal that independence, self-confidence and the liberation of the woman's body are the main feminist signs that are expressed and attached to the products. They also indicate that feminist messages are used in order to build their brand identity together with a commercial interest, which is beneficial for Estrid but can be problematic as it can diminish the power and significance of feminism. The results of the study show that a brand can build its identity and create a market position through feminist messages that challenge culturally created societal norms. Estrid demonstrates that their communication is based on feminist messages by using commodified feminism in combination with cultural branding, which have helped built their brand and create a distinct market position. Through their marketing communication they engage in culturally constructed societal norms while having an underlying commercial interest. The study is written in Swedish.

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Linder, Johan. "Den lokala profilen : Person, plats och kulturarv." Doctoral thesis, Stockholms universitet, Institutionen för kultur och estetik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-113793.

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The aim of this study is to examine the use of famous historical or fictional persons in place branding. It seeks to analyze the images of places that are produced, and the representations of persons that are used in branding practices. Largely this use is located within a tourist discourse, begging the question how tourists take part in the shaping of these cities. In sum, the study aims to examine constructions of the past and the present, as well as representations of gender. The main question is which parts of the history of a city are described and which sites are highlighted. Four cases studies are presented. First, the uses of the heritage connected with author Selma Lagerlöf in and around Sunne are examined, in particular her former residence, Mårbacka, now musealized. Second, Uppsala's and Småland's uses of the Carl Linnaeus heritage are surveyed. Third, the uses of inventor Johan Petter Johansson in Enköping are studied, and fourth the tourist and heritage practices around fictional police detective Kurt Wallander in Ystad are examined. Taken at face value, these examples differ from each other in many ways. The aim of the dissertation is to track these differences, but also the likenesses in practices, meaning production and visualizations. In sum, the aim of this dissertation is to examine how the productions of meaning are influenced through the use of these individuals. How do visitors influence the production on these heritage sites? Is there room for change in descriptions of persons and places? How are ideas of authenticity produced when places are viewed through one individual? What ideas of gender and masculinity are produced?

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Štěpánková, Petra. "Veřejná diplomacie České republiky - aktuální aspekty." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15483.

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The diploma thesis introduces the term public diplomacy and examines it in the context of Czech Republic. The aim of the thesis is to explore, describe and evaluate Czech Republic's practice in the field of public diplomacy. The study also focuses on the term nation branding and brand image of countries. A whole chapter is dedicated to the "brand Czech republic". The last part of the diploma thesis analyzes the Czech presidency of the Council of the European Union in the first half of 2009 from the view of its presentation and communication.

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Sugden, Kimberly J. "Animal ambassadors and talking products : a cultural history of advertising trade-characters." Thesis, University of Oxford, 2013. http://ora.ox.ac.uk/objects/uuid:4487a28c-b634-4d62-85ec-00afd3f2739b.

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Holovko, Iryna. "Volunteering for the nation : Volunteering as a tool of nation branding during the Eurovision Song Contest 2017 in Ukraine." Thesis, Södertörns högskola, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35646.

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There have been a lot of studies dedicated to investigating nation branding as a set of political discourses and practices deploying analysis of objects of symbolic nature: logotypes, brand books, slogans and commercials. The present thesis aims to study nation branding as a form of communicative labour through investigating volunteering as a form of media work that is used as a tool of the nation branding campaign in Ukraine during the Eurovision Song Contest in 2017. By using the theoretical concepts of nation branding, values and motivations of free labour in media industries, the thesis analyses the role of volunteers in the nation branding campaign during ESC 2017, volunteering as a specific form of media work and the motivation tools employed by the organisers and volunteers themselves to make sense of their involvement in the event. The analysis suggests that the roles assigned to volunteers as bearers of the nation brand are of great importance but the volunteers’ understanding of this process is rather confused and blurred. Another point highlighted in the thesis is how is volunteering was organised in terms of training and motivation on the side of organisers and what kind of motivations were of the crucial significance to volunteers themselves.

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Hanušová, Petra. "Strategie značky na trzích umění a kulturního dědictví." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76418.

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The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.

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Lipková, Alena. "Prezentace Mexika v zahraničí." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124821.

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The objective of the Master Thesis is to outline the possibilities of improvement and extension of public diplomacy activities of Mexico. In order to achieve the objective the thesis is divided into 3 parts. The first one summarizes existing theoretical knowledge in the course of study, thus characterizes the terms of public diplomacy and briefly cultural diplomacy and nation branding as well. The following chapter determines particular actors of Mexican public diplomacy and their activities, determines the country's initial conditions in public diplomacy, focuses on the public diplomacy activities in the foreign policy program and analyzes how the country fulfils the basic requirements of public diplomacy strategy. The last chapter depicts Mexican public diplomacy in the United States of America, where a significant decline in positive perception has been seen in recent years, and outlines the possibilities of improvement and extension of public diplomacy activities to reverse the trend.

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Chebeňová, Nina. "Kultúrna diplomacia ako nástroj zahraničnej politiky Ruskej federácie, Prípadová štúdia: Slovensko." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-201983.

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The diploma thesis is focused on defining the place of cultural diplomacy and concepts of soft power and nation branding in the foreign policy of the Russian Federation, as since the end of the Cold War importance of culture and cultural diplomacy in international relations has started to grow. It analyses the question whether cultural diplomacy as part of the foreign policy of the Russian Federation contributes to increase attractiveness and positive image abroad. To determine positives, negatives and exploit the potential, SWOT analysis was applied. In the case study the position of Slovakia in the cultural diplomacy of the Russian Federation with regard to problem areas of cooperation is defined. It also includes analysis of the activity, its results and major projects of the Russian Centre of Science and Culture in Bratislava.

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Telford, N. J. M. "Making stories : an investigation of personal brand narratives in the Scottish craft microenterprise sector." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/21910.

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This thesis examines the marketing and branding behaviours of a sample of microbusinesses that operate in Scotland’s diverse craft sector by examining brand narratives they create. Context of the sector is first given and demonstrates that this particular topic has received little specific attention in academic literature even though it has been recommended (Fillis 2003a; Fillis 2003b). Such an investigation also offers implications for SME marketing/ entrepreneurship in general, the creative industries in particular and craft brands’ contribution to the overall place branding of Scotland. An empirical methodology is proposed which takes a narrative phenomenological approach, generating narrative texts from depth interviews with creative producers which is subjected to a Grounded Theory approach and narrative analysis in view of craft producer typologies (Fillis 1999; Fillis 2010). The stories of makers are used to generate meaning and outputs to contribute to theory, practice and recommendations for policy. Care is taken to ensure that the testimony of participants is co-created and not entirely the result of the researcher’s interpretation even though this study is interpretive in nature (Rae & Carswell 2000; McAdams 2008; MacLean et al. 2011). Similar to other entrepreneurs or producers in the creative industries, the craft worker in the current era is typified as an individual sole trader who operates in a wider culture, society and economy of increasing complexity and competition (Fraser 2013). This thesis selects those owner/ managers whose businesses rely upon craft practice and are operating in Scotland as its focus, but aims its findings at a wider reach to establish themes for future research to understand how its participants build value into their market offerings by creating personal narratives within larger narratives of craft sector and creative industries discourse. A range of participants from new starts to well-established craft practitioners is featured in the text in order to give depth and breadth to the understanding of current practice in a diverse sector which increasingly interacts with other creative industry sectors (Yair & Schwarz 2011). This thesis posits that creative producers build value through their unique ‘auratic’ persona through their personal brand narrative. This is what differentiates their work and outputs from large corporatized mass-manufacturing systems. The products of individuals’ hand skill may be categorised and classified in many ways – from fine contemporary craft to the vernacular, the utile and that which pays homage to others’ designs. What remains constant, however, is that it emanates from personal identity and the identity of the maker mixing self with story (Leslie 1998). The thesis contributes to the gap in academic marketing literature on microenterprise brand development using the topics of personal narrative, business development, product development, marketing competency/ orientation, and technology use in production and marketing. Additional emergent themes of Microenterprise Social Responsibility, the role of life-work balance of makers parenthood which further ideas of career management in the creative industries are also revealed in the course of this research (see also Summerton 1990; Burroughs 2002; Neilson & Rossiter 2008; McDowell & Christopherson 2009; Banks & Hesmondhalgh 2009). Methodologically, this thesis is hybrid but crucially uses the equipment of story and narrative analysis to offer both insights into practice for the academy and a method that practitioners can use to further marketing development and their brand identity. Through the careful gathering and presentation of various stories – of biography, making and marketing, this thesis presents a current view of craft as created, communicated and exchanged by those working in the field in Scotland today. These case stories act as both informative examples that demonstrate how individual producers create value in their work. The findings are consistent with - but also develop - a maker typology offered by Fillis (1999; 2010) and Burns et al. (2012) thus contributing a methodological and conceptual approach and framework to understand the marketing and branding behaviours of Scottish craft microenterprises (McAuley 1999; Creative and Cultural Skills 2009) but which may also be applied to other types of microenterprise.

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Ďurišová, Tereza. "Budování pověsti Španělska v zahraničí." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193713.

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Recently, Spain has been paying particular attention to its presentation abroad and national image, taking into consideration the conceptual as well as financial and personnel point of view. The thesis analyses three different components that form the national image - cultural diplomacy, public diplomacy and nation branding - and puts them into the Spanish context. Furthermore, it identifies the main actors in these areas of Spain's foreign policy and examines their working methods. The thesis also presents the national project Marca Espana (Brand Spain) with both its benefits and weak points. In addition, it evaluates the overall Spanish approach to the formation of its national reputation and suggests possible future improvements.

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Vang, Pamela. "Good Guys : A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)." Doctoral thesis, Linköpings universitet, Avdelningen för språk och kultur, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-106721.

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Oil is central to our lives and is the source of many of the conveniences that we take for granted. It can bring wealth and prosperity to individuals and to nations, but is also a source of political conflict and the consequences of its impact on the environment are only now beginning to be fully recognised. The oil companies have been leaders in the development of marketing and branding and this thesis traces the history of the oil industry and analyses the different forms of print advertisements that its major companies have produced over a period of some hundred years, from the industry’s infancy until 2012. It takes a cultural semiotic perspective to investigate and reveal the ways in which the companies have adapted their advertising messages to the prevailing socio-political conditions to reflect current attitudes and to guide both public opinion and national policy. The analyses demonstrate how the companies have responded to different crises and to increasing globalisation and how they have engineered a shift from product to presence and from oil to energy to communicate a more environment-friendly image. A close reading of the advertisements produced by the companies shows how they have cast themselves in the mythical role of the indefatigable hero whose mission is the common good. Moreover, it uncovers the different heroic personalities that they have acquired and adopted over time to differentiate their products and services.
Olja är en central faktor i våra liv och en källa till många av de bekvämligheter som vi tar för givna. Den kan bringa nationer och individer rikedom och välstånd men den kan också ge upphov till politiska konflikter – och dess miljökonsekvenser börjar först nu bli helt klarlagda. Oljebolagen har varit ledande inom marknadsföring och branding. Denna avhandling följer oljeindustrins historia och analyserar de tryckta annonser som de stora oljebolagen har producerat under en period av drygt hundra år, från oljeindustrins barndom till och med 2012. Utifrån ett kultursemiotiskt perspektiv undersöks och klarläggs hur bolagen har anpassat sina reklambudskap till rådande sociopolitiska förhållanden och på så sätt sökt både spegla gängse attityder och styra opinionsbildning och politik. Analyserna visar hur bolagen, som svar på olika kriser och en ökande globalisering, har förändrat sina budskap. Dels har ett fokus på produkten ersatts av ett fokus på närvaro, dels har olja ersatts av energi, allt för att kommunicera en mer miljövänlig image. En närläsning av bolagens annonser visar hur de konstant har framställt sig själva som den oförtröttlige hjälten vars mål är det allmänna bästa samt vilka olika hjälteskepnader de har iklätt sig över tid.

Images removed due to copyright.

For a complete copy contact ep@ep.liu.se or pamela.vang@liu.se

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Séra, Jasmin. "The Appropriation of Māori identities in the nation branding and public diplomacy of Aotearoa New Zealand: an attempt to understand how cultural identities are self-constructed, planned and projected for specific communication purposes." Doctoral thesis, Universitat Pompeu Fabra, 2020. http://hdl.handle.net/10803/669317.

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This interdisciplinary research investigated the construction of cultural identities in the Nation Branding and Public Diplomacy in Aotearoa New Zealand. On the example of New Zealand’s indigenous population, the Māori, this study examined convergences and divergences of the self-image which describes the construction of cultural identity from Māori perspectives with the planned and projected Māori identities in selected Nation Branding and Public Diplomacy channels. Ethnographic methods like participant observation and informal interviews with members of the Ngāti Awa tribe were conducted based on Kaupapa Māori theory which is a theoretical framework developed by Māori. This data was contrasted with expert interviews with representatives from governmental institutions, diplomatic representations, cultural tourism operators and cultural or art institutions. Results of this research show that the construction of planned and projected Māori identities in selected Nation Branding and Public Diplomacy channels and the self-image of members of Ngāti Awa coincide to some extent. In Nation Branding, information about Māori is often simplified and Māori are presented as one single entity. On the contrary, the information about Māori offered by Public Diplomacy is more profound and approaches by Māori shaping their representation could frequently be observed. Increased efforts to shape the representation of Māori in Nation Branding and Public Diplomacy by Māori could be detected. This thesis demonstrates various examples, such as touristic and cultural experiences offered by the Māori community or the self-promotion of Māori tribes to foreign publics in diplomatic functions. This ’bottom-up’ construction of cultural identities enables Nation Branding and Public Diplomacy to create a unique differentiation to other nations directly constructed from the community. It provides a stronger identification for the members of a nation with Nation Branding and Public Diplomacy and produces a more authentic and credible image of the nation to foreign audiences.

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Wassermeyer, Fredrik, and Rickard Masip. "Från besökare till boende : En studie om mätning av destinationsimage ur invånares perspektiv." Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3598.

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It has become increasingly common for cities and municipalities to take greater account of the place marketing, and to see the physical location as a brand. An early step in this process is to make the image measurements of the place, in order to develop better marketing strategies. A method often used in tourism research for this type of measurements is Etchner and Ritchie's theoretical framework. The framework is initially designed to measure visitor's image of a tourist destination.

Almost all previous research in this area is based on the visitor's perspective, but Olofsson and Skredsvik have used this framework to measure a location's image among the residents. They feel that the residents of a place can be seen as ambassadors of the place because they know the site well. To be aware about the image among the residents makes it possible to improve the things that the residents are unhappy with, but also enhance the images of the place which is positive.

The purpose of this paper is to evaluate whether Etchner and Ritchie's framework can be adapted to measure a location's image among its inhabitants, from the viewpoint of Olofsson and Skredsvik's adaptation of this particular framework. In order to generate data to answer the purpose of this paper, an image study among the residents in Botkyrka was carried out according to the method used by Olofsson and Skredsvik.

In addition to the results from the image study of Botkyrka, the paper has contributed methodological expertise in destination image research. Some of the main conclusions obtained in this paper is that the adaptation of Etchner and Ritchie's framework overall has worked well to measure a location's image among the residents. The original framework is of such a general nature which makes it possible to make adjustments to it, as long as the essential components of the framework remain. Another contribution from this study is that the material collected by this method can be used to statistically test the differences between various groups within the sample.

Det har blivit allt vanligare att städer och kommuner tar större hänsyn till platsmarknadsföring, och att se den fysiska platsen som ett varumärke. Ett tidigt led i denna process är att göra imagemätningar av platsen, för att bättre kunna utforma marknadsföringsstrategier. En metod som ofta används inom turismforskningen för denna typ av mätningar är Etchner och Ritchies teoretiska ramverk. Ramverket är ursprungligen utformat för att mäta besökares bild av en turistdestination.

Nästan all tidigare forskning på detta område utgår från besökarens perspektiv, men Olofsson och Skredsvik har använt detta ramverk för att mäta en plats image bland de boende. De menar att de boende på en plats kan ses som platsens ambassadörer då de känner till platsen väl. Att känna till platsens image bland de boende gör att man kan förbättra saker som de boende är missnöjda med, men även förstärka de bilder av platsen som är positiva.

Syftet med denna uppsats är att utvärdera om Etchner och Ritchies ramverk går att anpassa för att mäta en plats image bland dess invånare, vilket gjorts med utgångspunkt från Olofsson och Skredsviks anpassning av detta ramverk. För att generera underlag till att kunna uppnå syftet så har en imagemätning bland de boende i Botkyrka genomförts utifrån den metod som Olofsson och Skredsvik använt i en studie av Vara kommun.

Förutom de resultat som kommit fram om Botkyrka kommuns image så har uppsatsen bidragit med metodologisk kunskap inom destinationsimageforskningen. Några av de viktigaste slutsatserna som framkommer i detta arbete är att anpassningen av Etchner och Ritchies ramverk överlag har fungerat väl för att mäta en plats image bland de boende. Det ursprungliga ramverket är av så pass generell natur vilket gör att det går att göra anpassningar av det, så länge som de väsentligaste komponenterna av ramverket återstår. Ett annat bidrag som studien kommit fram till är att materialet som samlas in med denna metod går att använda för att statistiskt testa skillnader mellan olika grupper inom urvalet.

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Palattella, Nina. ""We All Wanna Die, Too": Emo Rap and Collective Despair in Adolescent America." Kent State University Honors College / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=ksuhonors1587048361192438.

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Joly, Maria Esperanza. "Diplomatie culturelle - Diplomatie publique : approche communicationnelle et étude comparée des enjeux et des pratiques entre la France et la Colombie." Thesis, Aix-Marseille, 2015. http://www.theses.fr/2015AIXM5908.

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La recherche porte sur l’analyse de la place et du rôle de la communication dans les pratiques de la Diplomatie Culturelle et de la Diplomatie Publique en Colombie et en France. Ces pratiques répondent aujourd’hui aux enjeux auxquels les pays doivent faire face dans un marché globalisé et un monde multipolaire, en particulier aux enjeux de mise en relation et de mise en scène au niveau international. Les pratiques communicationnelles de la diplomatie dans le cadre de modèles qualifiés d’« hybrides », prennent en compte les relations multidimensionnelles des rapports culture/marketing/histoire/politique, qui se révèlent dans l’exercice diplomatique et qui se concrétisent dans la gestion d’une image de pays (marketing/communication stratégique) et la diffusion d’une identité nationale (communication/culture). L’auteur contextualise l’analyse à la lumière des théories associant culture et communication qui guident différemment, d’une part la recherche européenne dans ces domaines et, d’autre part, la recherche latino-américaine. La méthode qualitative et interprétative est privilégiée notamment sur un corpus internet. La méthode compréhensive est mobilisée dans le cadre d’une enquête constituée par des entretiens menés dans chacun des deux pays.L’analyse porte notamment sur les stratégies et les points de convergence et de divergence de chaque modèle, ainsi que sur les tensions qui naissent des pratiques de communication des niveaux différents (stratégique et opérationnel). Les relations de pouvoir tissées entre les États sont étudiées ainsi que, parallèlement, la production de liens et d’interactivité dans la société civile, favorisée par les réseaux sociaux
The research is about the places and roles played by cultural and public diplomatic practices in France and Colombia. These practices are the answer to the issues raised by the global economy and the multipolar world, particularly those concerning the connection to and the representation on the international scene.Diplomatic communication practices within models called “hybrids” stress the importance of the multi-dimensional relations between culture/marketing, culture/history, and culture/politics. This relationship can be observed in a diplomatic manner and in a way that the image of a country (marketing /strategic communication: nation branding) is managed and its national identity (communication /culture) is diffused.Due to France and Colombia's own characteristics, and their different geo-cultural positions, the author sets her analysis in the form of theories which associate culture and communication as seen in European research, by comparing them to Latin American research. The qualitative and interpretative method is privileged as it focuses on an internet corpus. This comprehensive method is used in an investigation made from interviews in each country.The analysis is about the strategies and the converging and diverging points of each model country. It also emphasizes the tensions due to different levels of communication practices (both strategic and operational) among the institutional actors studied herein. This study shows the power relationships between the two countries and also the relationships and interaction inside their own communities (civilian society), which are stimulated by social networks

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Young, Joseph Jr. "Allegiance by Design: Visual Identities in Reference to Political Ideology and Brand Loyalty." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1626257876186202.

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Dobrovolskaja, Alexandra. "Česká republika ve vnímání zahraniční veřejnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17166.

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The Master's Thesis introduces the definition and scope of term public diplomacy and deals with its dimensions, types and implications. The second chapter describes the system of public diplomacy in the Czech Republic. In particular emphasis is put on actors that participate in public diplomacy, the instruments they dispose of and the strategy they follow. The evaluation of the functionality of Czech public diplomacy system is made based on results of questionnaire which was distributed among foreigners.

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Small, Jarred David. "Discovering Chile: Addressing International Reputation Through the Arts." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1428959484.

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Sedevitiz, Márcia Mercês Martins. "Eventos culturais para a recordação da marca: estudo do evento Tim Festival." Universidade Metodista de São Paulo, 2006. http://tede.metodista.br/jspui/handle/tede/758.

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Made available in DSpace on 2016-08-03T12:30:21Z (GMT). No. of bitstreams: 1 Marcia Merces.pdf: 563621 bytes, checksum: ffa345d0e87edc1f5efd937d4cee08f7 (MD5) Previous issue date: 2006-05-10
This study analizes the cultural events role as a powerful element for socialization on branding strategy communication to the market. Main objectives was to delineate the use of Marketing Integrated Communication as a tenable differential, the Cultural Marketing faces new ways to communicate to the competitive market, the branding contextualization and the cultural events as a branding instrument. The methodology used enfolded bibliography, documental research, questions and a case study of Tim Company, with the Tim Festival, 2005 edition in São Paulo. Among the conclusions, it was confirmed that the traditional publicity is losing to events, but, at the same time, just events are not sufficient, there are the necessity to work together with others promotional activities. It was verified too that cultural events communicate the message on an enthusiastic way, and finally, the considerations about the rewarding relation of event to the branding memory.(AU)
Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

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Billon, Dominique. "La marque Apple comme ressource dans la construction de l'identité familiale : une approche auto-ethnographique." Thesis, Normandie, 2017. http://www.theses.fr/2017NORMR015.

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La recherche se situe dans le courant de la Consumer Culture Theory dans la lignée de travaux récents visant à comprendre les relations collectives à une marque. La marque n’est plus pensée comme une « chose » fabriquée exclusivement par l’entreprise, mais comme un processus dans lequel sont impliqués de multiples acteurs échappant souvent au contrôle de l’entreprise. La thèse investigue comment la marque s’insère et est insérée dans les réseaux de relations, les pratiques et les représentations des consommateurs au sein de leur famille sur trois générations. La méthodologie est basée sur l’auto-ethnographie, une méthode rarement utilisée dans la recherche sur la marque. Le dispositif déployé permet une compréhension fine des interactions et stratégies des personnes, grâce à la prise en compte du temps long (trente ans) et à la multivocalité. La thèse étend le concept de « cultural branding » au niveau de la famille, en introduisant le concept de « réseau familial de marque » qui rend compte de la façon dont familles et marques s’imbriquent dans notre société. En décrivant une réalité différente des principes de gestion de la marque dans lesquels l’entreprise est supposée influencer un consommateur isolé, la thèse renouvelle les approches conventionnelles de la relation marque-consommateur et complète les approches communautaires de la marque
This thesis is situated in the research stream called Consumer Culture Theory (CCT), in line with recent research trying to understand the collective relationships to a brand. The brand is no more understood as a “thing” created by a company (brand as a name), but as a process (branding as a verb) in which many participants play different roles, frequently outside the control of the company. The thesis investigates how the brand becomes embedded in the networks of relationships, practices and discourses within a family through three generations. The methodology is based on an autoethnography, a method rarely used in consumer and branding research. This approach enables a deep understanding of the interactions and strategies of people, taking a long-term perspective (thirty years) and considering the multivocality. This thesis is an extension of cultural branding at the family level, by introducing the concept of « brand family network », which reports how families and brands are embedded in our society. The thesis describes a reality different from the traditional principles of brand management, based on the idea that the company is supposed to influence a single consumer. By doing so, it extends the understanding of consumer-brand relationships, and complement the approach of the brand communities

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Kennedy, Neil Patrick Martyn. "Employing Cornish cultures for community resilience." Thesis, University of Exeter, 2013. http://hdl.handle.net/10871/12641.

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Employing Cornish Cultures for Community Resilience. Can cultural distinctiveness be used to strengthen community bonds, boost morale and equip and motivate people socially and economically? Using the witness of people in Cornwall and comparative experiences, this discussion combines a review of how cultures are commodified and portrayed with reflections on well-being and ‘emotional prosperity’. Cornwall is a relatively poor European region with a cultural identity that inspires an established ethno-cultural movement and is the symbolic basis of community awareness and aspiration, as well as the subject of contested identities and representations. At the heart of this is an array of cultures that is identified as Cornish, including a distinct post-industrial inheritance, the Cornish Language and Celtic Revivalism. Cultural difference has long been a resource for cultural industries and tourism and discussion of using culture for regeneration has accordingly concentrated almost exclusively on these sectors but an emergent ‘regional distinctiveness agenda’ is beginning to present Cornish cultures as an asset for use in branding and marketing other sectors. All of these uses ultimately involve commodification but culture potentially has a far wider role to play in fostering economic, social, cultural and environmental resilience. This research therefore uses multidisciplinary approaches to broaden the discussion to include culture’s primary emotional and social uses. It explores the possibility that enhancing these uses could help to tackle economic and social disadvantage and to build more cohesive communities. The discussion centres on four linked themes: multiple forms of capital; discourse, narrative and myth; human need, emotion and well-being; representation and intervention. Cultural, social, symbolic and human capital are related to collective status and well-being through consideration of cultural practices, repertoires and knowledge. These are explored with discussion of accompanying representations and discourses and their social, emotional and economic implications so as to allow tentative suggestions for intervention in policy and representation. A key conclusion is that culture may be used proactively to increase ‘emotional capital’.

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Malm, Charlotta. "A place apart? : Debating landscapes and identities in the Shetland Islands." Doctoral thesis, Stockholms universitet, Kulturgeografiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-95144.

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Based around the concepts of landscape and identity, this thesis examines several contemporary debates in the Shetland Islands with a view to finding out more about where people in this group of islands currently ‘are’ in terms of their geographical and cultural location, from both a local and non-local perspective. Drawing on a multi-method approach, including textual analysis, participant observation and semi-structured interviews, the study points to the often complex and contentious relationship between power structures and notions of local versus national interests, particularly in the areas of landscape management and nature conservation. The image of Shetland is also discussed in some detail, revealing the importance of how this island group is perceived both outside the islands and among people living in Shetland. It becomes evident, in this context, that ideas associated with ‘northness’ and ‘remoteness’ can be understood as something quite problematic while, at the same time, such ideas can also be used as an asset with which to brand the islands to external markets. The study is set against a backdrop of devolved power structures, nation building and the upcoming referendum on Scottish independence. From a broader perspective, the thesis ties in with a more general discourse in which local and place specific studies are gaining increasing importance in what is frequently referred to as a rapidly globalizing world.

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Dissertations / Theses on the topic 'Cultural Branding'

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