The Caribbean’s creative industries have contributed significantly to the global creative economy having crafted numerous musical genres, birthed countless Nobel laureates and award winning artists, as well as creating the blueprint for the many Caribbean festivals that take place worldwide. Still, despite its successes, the region has yet to realise its full potential. This thesis argues that brand plays a critical and strategic role in cultural production, distribution and consumption, and that it can ultimately further the development of the Caribbean’s creative economy. Focusing on three of the region’s core creative industries – music, festivals and fashion – the thesis uses data gathered from qualitative interviews and document analysis in order to gain a deeper understanding of 'brand', its uses and its influence within the regional economy. The thesis explores the dominant definitions of brand, the process of brand building, the role of the 'metabrand', as well as various themes intrinsic to these, including creativity, value and authenticity. This thesis also explores the concept of Brand Caribbean, by first defining its core features and then examining its relationship with national brands and cultural identities. The thesis also examines the region’s current role within the global creative marketplace, as well as the challenges that currently impede its growth. This newfound understanding of both brand and Brand Caribbean offers a new sociocultural framework within which to evaluate the regional creative economy, and also presents new avenues for the region to negotiate a stronger position within the global market.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:720498 |
| Date | January 2017 |
| Creators | Ferdinand, Gabrielle |
| Publisher | University of Warwick |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://wrap.warwick.ac.uk/89580/ |
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