Using indigenous culture to create brand identities of transnational corporations from developing countries

Authors

  • Erica de Castro Correa
  • Juan-Carlos Molleda Universidade de Oregon. Escola de Jornalismo e Comunicação

DOI:

https://doi.org/10.11606/issn.2238-2593.organicom.2016.139322

Keywords:

Strategic communication. Brand identities. Indigenous culture. Developing countries.

Abstract

This case study describes the use of cultural elements in the creation of brand identities of three transnational corporations from developing countries: Bourbon Coffee, of Rwanda; Natura, of Brazil; and Xcaret, of Mexico. By relying on consumer culture theory and the country-of-origin concept as theoretical frameworks, a qualitative content analysis was conducted on the companies’ strategic communication contents to understand how they chose to design the symbolic aspects of their brands.

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Author Biographies

  • Erica de Castro Correa
    Master in Mass Communication from University of Florida, USA. Bachelor in Graphic Design from Universidade do Estado de Minas Gerais (UEMG), Brazil. Specialist in Technologies and Strategic Communication from Centro Universitário de Belo Horizonte (UniBH), Brazil.
  • Juan-Carlos Molleda, Universidade de Oregon. Escola de Jornalismo e Comunicação
    Doctor in Journalism and Mass Communication with an emphasis on international public relations and international business from University of South Carolina, USA. Master in Corporate and Professional Communication from Radford University, Virginia, USA. Bachelor in Social Communication with a major in Audiovisual Journalism from Universidad del Zulia, Venezuela. Tenured professor and dean of the School of Journalism and Communication at the University of Oregon, USA. Former professor and chair of the Public Relations Department at University of Florida, USA.

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Published

2016-06-11

Issue

Vol. 13 No. 24 (2016): Relações públicas: dimensões e práticas

Section

Dossiê

License

A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.

How to Cite

CORREA, Erica de Castro; MOLLEDA, Juan-Carlos. Using indigenous culture to create brand identities of transnational corporations from developing countries. Organicom, São Paulo, Brasil, v. 13, n. 24, p. 125–138, 2016. DOI: 10.11606/issn.2238-2593.organicom.2016.139322. Disponível em: https://revistas.usp.br/organicom/article/view/139322.. Acesso em: 11 may. 2024.