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

    Research output: Contribution to conferencePaperResearch

    Abstract

    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).
    Original languageEnglish
    Publication date2005
    Publication statusPublished - 2005
    Event30th Annual IAREP Congress - Prague, the Czech Republic
    Duration: 22 Sept 200522 Sept 2005

    Conference

    Conference30th Annual IAREP Congress
    CityPrague, the Czech Republic
    Period22/09/200522/09/2005

    Keywords

    • Branding
    • Advertising
    • MAPP
    • Supermalt

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