[pt] A qualidade do discurso mercadológico é fator determinante para o sucesso de uma empresa, tendo as marcas não só a necessidade de se comunicar, mas também de serem relevantes, de somarem aos projetos de vida dos consumidores. Em um contexto de grande importância econômica das marcas de artigos esportivos, este estudo tem como objetivo analisar os diversos significados produzidos nos vídeos das marcas Adidas, Nike e Under Armour no período olímpico e pré-olímpico de 2016. Em outras palavras, pretende-se apresentar os significados produzidos pelas marcas bem como os mecanismos discursivos utilizados em suas peças de comunicação veiculadas em seus respectivos canais no YouTube. A pesquisa tem como base a teoria do cultural branding, em especial os trabalhos de Douglas Holt, e as aplicações da semiótica discursiva no marketing e no branding, com destaque para as contribuições de Jean-Marie Floch e Andrea Semprini. Os resultados sugerem que essas marcas exploram em suas narrativas as similaridades entre esportistas famosos e seus enunciatários-consumidores. Não obstante o uso de diferentes mecanismos discursivos, as três marcas cujos vídeos foram analisados desenvolvem narrativas de superação que, em uma construção mítica, conciliam os valores de igualdade e diferenciação. / [en] The quality of the marketing discourse is a decisive factor in a company s success, meaning that on top of communicating with their consumers, brands need to be relevant to them, adding up to their life projects. In a context where sports brands have significant economic relevance, this study analyzes the different meanings brought by the campaigns of three brands: Adidas, Nike and Under Armour, before and during the 2016 Olympic Games. In other words, this paper aims not only to identify the meanings produced by the brands but also discuss the discursive mechanisms used in their pieces of communication broadcasted in their respective channels on YouTube. The research is based on the theory of cultural branding, focusing on Douglas Holt s work, and the application of discursive semiotics in marketing and branding, emphasizing the contributions of Jean-Marie Floch and Andrea Semprini in this particular field of study. The results of the analysis suggest that these brands explore in their narratives the similarities between famous athletes and their consumers. Moreover, despite the use of different discursive mechanisms, all three brands developed stories about the process of overcoming a situation which, in a mythical construction, reconciles the values of equality and differentiation.

Modeindustrins lyxvarumärken har, trots sina avantgardistiska och flamboyanta förknippningar, ett varaktigt rykte om att vara konservativt inställda till förändringar av sina väletablerade affärsmodeller. Den digitala disruptionen som internets framfart innebar för modedetaljhandeln omfamnades likaså inte av lyxsegmentet förrän långt efter att resten av modeindustrin redan insett näthandelns enorma affärsmöjligheter. Det är dock inte utan giltiga argument som lyxvarumärkena ställt sig skeptiska till att anamma den här "nymodigheten". Att förvalta den sociokulturella signifikansen av varumärkets identitet är instrumentellt för lyxvarumärkens fortsatta framgång, och att överföra ett flera decennier gammalt brick-and-mortar-koncept till världen online är inte riskfritt. Förändringen står dock inte längre för dörren, utan har oblygt gjort sig hemmastadd. Således syftar den här studien till att undersöka hur modeföretag inom lyxsegmentet använder marknadsföringsmedel (exempelvis bildspråk, narrativ, layout) i sin cultural branding online för att upprätthålla sin brand identity. För att kvalitativt studera fenomenet har en netnografiskt inspirerad metod tillämpats bestående av att observera ett urval hemsidor från lyxvarumärken av akademiker klassade som accessible core. Analytiskt intressant ansågs på förhand hemsidornas visuella identitet, bildspråk, narrativa stilgrepp och layout vara, med grund i tidigare forskning. Det här informerade således fokuset för insamlingen av materialet som sedan analyserades tematiskt. Resultatet visade att narrativa marknadsföringsstrategier är olika avsett vilken typ av varumärke och i vilken utsträckning narrativen kommuniceras. En introduktion av komponenterna i webbdesign presenteras som viktiga för att skapa en estetik som upprätthåller ett varumärkes identitet online. Resultaten indikerar vidare att narrativ och webbdesign görs kongruenta genom konsekvent användning av antingen en minimalistisk eller maximalistisk designfilosofi. Avslutningsvis diskuteras resultatets funna teman i kontrast mot tidigare forskning såväl som teoretiska och praktiska följder, samt rekommendationer för framtida forskning. / Despite over-the-top aesthetics and an outward image dressed in glitz and glamour the luxury fashion industry is deeply rooted in a culture of careful conservatism. For the individual au fait with this internal culture, the industry-wide resistance to the digitalisation of a centuries old business model was not unexpected. Yet, survival is to adapt. Today e-luxury within fashion is mainstream. However, becoming mainstream does not presuppose that the risks sceptics forewarned of regarding luxury fashion going online were invalid. The fear of once prestigious and culturally significant brands being watered down when translated into a more populist forum like the internet is not without warrant. In this netnographically inspired study, the authors employed the theory of cultural branding by Douglas Holt when analysing the websites of three luxury brands within the fashion industry to determine what marketing strategies are used by the industry to sustain one’s brand identity. Results indicate that narrative strategies are diverse concerning what kind of material and to what extent stories are communicated. Also, the components of web design most important in creating an aesthetic that enforces a brand’s identity online are presented. Results further indicate that narrative and web design are made congruent through the consistent use of either a minimalist or maximalist approach. To conclude, the authors of the study theorise on the academic as well as practical implications of our results, as well as providing recommendations for future research. This thesis is written in Swedish.

[pt] Frente à acirrada competição entre cidades, é tarefa dos gestores proporcionar um ambiente de atração para visitantes e investimentos, além de manter os residentes satisfeitos. Portanto, o desenvolvimento local vai além das políticas públicas e se torna um desafio de mercado. Ademais, há um reconhecimento crescente por parte dos gestores e outros agentes de que uma cena musical dinâmica impulsiona a economia ao criar empregos, atrair turistas e fortalecer a marca da cidade. Diante desse contexto, este estudo investiga como a indústria da música ao vivo afeta o processo de construção da marca de uma cidade, analisa os componentes e dimensões dessa indústria e também mostra como uma cidade pode articulá-los para fomentar o desenvolvimento e fortalecer sua marca. A pesquisa foi realizada através de um estudo de caso múltiplo realizado no Rio de Janeiro e em Montreal, cidades com forte tradição de música ao vivo. Como resultado, foi desenvolvido um modelo teórico que propõe a divisão da infraestrutura de música ao vivo em duas partes: uma voltada para grandes eventos e outra voltada para o que acontece durante todo o ano, fora dos grandes eventos. A pesquisa aponta que os grandes eventos têm uma forte influência na marca da cidade. No entanto, é o que acontece ao longo do ano que nutre a identidade cultural de uma cidade, que por sua vez tem uma forte influência na marca da cidade. Os resultados destacam que: (a) as cenas musicais de uma cidade podem ser um argumento turístico porque são um elemento de diferenciação; (b) as cidades devem proteger seus espaços de pequeno e médio porte, pois eles tornam os eventos musicais mais acessíveis e relevantes para a população de diferentes territórios; (c) a proteção da indústria de música ao vivo de uma cidade está conectada com a preservação de seu patrimônio musical. A herança musical influencia a composição, produção, consumo e outros aspectos envolvidos nas cenas musicais de uma cidade; (d) é fundamental garantir a continuidade das políticas públicas de cultura e estabelecer um processo mais inclusivo que considere a diversidade do público; e (e) considerando a escassez de recursos, o financiamento público deve priorizar o apoio à educação musical, aos eventos musicais ao longo do ano e à preservação do patrimônio da cidade. O estudo também mostra que as Secretarias de Turismo e Cultura devem trabalhar juntas para manter a autenticidade da marca da cidade, pois o que não está exclusivamente ligado a um lugar pode ser replicado por outra cidade e, portanto, não pode ser considerado um elemento de diferenciação. Este estudo pretende fornecer informações para acadêmicos, profissionais da indústria musical, gestores públicos envolvidos no desenvolvimento econômico e cultural, e profissionais de turismo que procuram maneiras de impulsionar as economias locais por meio da cultura. / [en] With the increasingly fierce competition among cities, place managers must provide an environment capable of not only attracting visitors and investments but also keeping residents satisfied. Therefore, local development goes beyond public policy and becomes a market challenge. Furthermore, there is a growing recognition among governments and other stakeholders that a dynamic music scene boosts a city s economy by creating jobs, attracting tourists, and strengthening the city s brand. Within this context, the present study investigates how the live music industry affects the process of building a city s brand. The project analyzes the components and dimensions of the live music industry and also shows how a city can articulate them in order to foster the development of its live music industry and strengthen its brand. This analysis was based on a multiple-case study conducted in Rio de Janeiro and in Montreal, cities with strong and long-standing traditions of live music. A theoretical model was developed as a result of this inquiry. It proposes the breakdown of the city cultural infrastructure into two parts: a live music infrastructure geared towards major events, and a live music infrastructure geared towards what happens year-round, outside of major events. The findings show that major events have a strong influence on city branding. Yet the research also shows that it is what happens throughout the year that nourishes a city s cultural identity, which in turn has a strong influence on the city s brand. The results highlight that: (a) strong music scenes can be a tourism argument because they are an element of differentiation; (b) cities must protect their small and medium-sized venues because these spaces can make music events more accessible and relevant to the population of different territories; (c) the protection of the live music industry of a city and the preservation of its musical heritage go hand in hand. Musical heritage influences music composition, consumption and other aspects involved in a city s music scenes; (d) ensuring the continuity of public policies for culture and establishing a more inclusive process that considers the diversity of the audience is key; and (e) considering the scarcity of resources, public funding should prioritize support for music education, year-round live music events, and the preservation of the city s heritage. The study also emphasizes that the Tourism Office and Bureau of Cultural Affairs should work together to keep city branding authentic, since what is not uniquely linked to a place can easily replicated, and therefore can t be considered an element of differentiation. This study intends to provide information for academics, music industry professionals, political leaders and government officials involved in economic and/or cultural development, and tourism and business leaders looking for ways to boost local economies through culture.

In prevalent concept of marketing, brand culture is a static identification, treated as corporate prerogative which removed from culture and consumers. Generally marketers regard it as an emotional part of branding or a result of a constant branding. Hence, the conventional marketing provides the tools or principles for managers or marketers to conduct branding such as 4P, 7P, Brand Equity Model, etc., to reach high and rapid market share. With growth of diverse business environment and consumer behavior, brands only have long and deep relationships with consumers are more possible to be iconic and sustainable. It attracts people to actively access and to interplay with brand rather than just receive message from brand. In this study, the brand culture is specifically pointed out and seen as marketing approach especially in those brands which consumers will access for purpose of self-expression through consuming. The five dimensions help readers to look upon the important aspects in brand culture and how it works actively in marketing approach. From three multiple-case study: Harley-Davidson, Coca Cola and IKEA, the result shows the strong brand culture can be generated by cultural marketing in which the co-creation is developed and kept in cultural discourses. At the end, brand culture as marketing approach is helpful to review whole marketing strategy in consumer¡¦s perspective and improve the possibilities of increasing value in whole value chain.

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.

Background: The current unsustainable situation of the seafood industry requires innovative solutions and there is an opportunity for companies to provide consumers with plant-based options which would enable them to eat seafood without harming the oceans. However, there are still several barriers keeping consumers from choosing plant-based products, such as limited knowledge, social norms, and cultural settings. Previous studies regarding how a cultural context and storytelling might be used to influence people towards more plant-based eating, especially relating to plant-based seafood are limited. Therefore, it is interesting to examine how companies offering plant-based foods can use culture and certain narratives held by consumers in their branding to integrate them into the Swedish culture and influence consumers towards a more sustainable consumption.   Purpose: The purpose of this study is to investigate what narratives influence consumers, and how companies offering plant-based food can use these narratives to drive a change towards more sustainable consumption among people in Sweden.   Method: Using a semi-structured approach, two focus groups were conducted and two different companies offering plant-based food were interviewed. Furthermore, this qualitative research uses an inductive approach, and the gathered data was later analyzed under a thematic analysis which was the foundation for the conceptual framework.   Conclusion: The myths and narrative towards plant-based substitutes are a noteworthy barrier to adoption, and cultural branding seems to be a favorable strategy for brands offering plant-based food. The findings suggest that culture and childhood experiences have a substantial influence on consumer demand for different types of foods, and that a change in dietary patterns requires a change in the surrounding cultural norms. Brands offering plant-based products need to understand the cultural norms of their target customers and leverage cultural contradictions to offer products that align with personal values.

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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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Denna kvalitativa studie ämnar undersöka hur västerländska företag har konstruerat sin varumärkeskommunikation i samband med Black Lives Matter-rörelsen. Utifrån ett teoretiskt ramverk baserat på semiotik, visuell retorik och postkolonialism granskar studien retoriska strategier i reklamfilmer för att utläsa de myter företagen kommunicerar. Genom att respondera på samhälleliga förändringar kan företag skapa positiva associationer till sig själva, vilket utgår från den kulturella kontexten kommunikationen verkar inom. Varumärken har möjligheten att preservera, förvandla och utmana rådande maktstrukturer genom den reklampåverkan de har på mottagaren. Studien belyser således den problematik gällande hur företag kommunicerar värderingar och budskap utifrån en annan kultur. Genom en jämförelse av Gillettes hyllade respektive Pepsis kritiserade reklamfilm möjliggörs även förståelsen för hur mottagarnas reaktioner kan förstås i relation till Black Lives Matter utifrån ett postkolonialt perspektiv.    Analysenheterna granskas genom en kombinerad semiotisk och kritisk visuell analysmetod med relaterade verktyg. Studien visar hur Pepsis myt inte faller naturligt inom den kulturella kontexten, där den verkar förminskande mot Black Lives Matter-rörelsen. Varumärket sätts i centrum, då produkten blir en symbol för myten och tydliga maktrelationer kan avläsas. Gillettes retoriska strategier svarar istället på de kulturella koder som rörelsen utgår från, där varumärket tas ur fokus och reklamfilmen kommunicerar jämlika förhållanden. / This qualitative study intends to examine how western companies have constructed their branding communication in conjunction with the Black Lives Matter movement. From a theoretical framework based on semiotics, visual rhetoric and postcolonialism reviews the studies rhetorical strategies in commercials to read out the myths the companies communicate. By responding to societal changes can companies create positive associations to themselves, which is based on the cultural context the communication operates within. Brands have the opportunity to preserve, transform and challenge the current power structures through the advertising impact they have on the receiver. The study illustrates the issue concerning how companies communicate values and messages from a different culture. By comparing Gillette’s praised, respectively Pepsi’s criticized commercial, makes it possible to understand how the recipient's reaction can be understood in relation to Black Lives Matter from a postcolonial perspective.    The units are examined through a combined semiotic and critical visual analysis method with related tools. The study shows how Pepsi´s myth does not fall naturally within the cultural context, where it has a diminishing effect on the Black Lives Matter movement. The brand is placed in the center, as the product becomes a symbol of the myth and clear power relations can be read. Gillette's rhetorical strategies instead associate with the cultural codes that the movement conveys, where the brand is taken out of focus and the commercial communicates equal conditions.