The non-corporate identity of 'Supermalt': An interpretative study of beverage brand perceptions within a cultural minority

TY - CONF

T1 - The non-corporate identity of 'Supermalt': An interpretative study of beverage brand perceptions within a cultural minority

AU - Bech-Larsen, Tino

AU - Esbjerg, Lars

AU - Grunert, Klaus G.

PY - 2005

Y1 - 2005

N2 - In the last decade the concept of 'Brand identity' (BI), has received attention from marketing and critical commentators alike. The marketing discipline has conceptualized BI as focusing on the relation between the brand and the values of the corporation behind it; and marketing critics have labeled this focus as hegemonic and imposing as regards the values of cultural minorities. This paper reports the implementation and interpretation of 14 interviews with londonese Afro-caribbeans as to their perceptions of two competing non-alcoholic beverage brands with a corporate (Coca-Cola) and a non-corporate brand identity (Supermalt).

AB - In the last decade the concept of 'Brand identity' (BI), has received attention from marketing and critical commentators alike. The marketing discipline has conceptualized BI as focusing on the relation between the brand and the values of the corporation behind it; and marketing critics have labeled this focus as hegemonic and imposing as regards the values of cultural minorities. This paper reports the implementation and interpretation of 14 interviews with londonese Afro-caribbeans as to their perceptions of two competing non-alcoholic beverage brands with a corporate (Coca-Cola) and a non-corporate brand identity (Supermalt).

KW - Branding

KW - MAPP

KW - Supermalt

KW - Branding

KW - Advertising

KW - MAPP

KW - Supermalt

M3 - Paper

T2 - 30th Annual IAREP Congress

Y2 - 22 September 2005 through 22 September 2005

ER -