Culture, branding and national identity in the era of globalization : a study of beer brands in the Finnish market

2013

Branding and marketing encompass some of the core elements of intercultural communication. Brands are derived from the existing cultural capital and the interaction that brands have with consumers in the marketing and consumption process involves an exchange of meaning and messages and therefore constitutes a form of communication in itself. Due to the economic imperative behind brand development, it is necessary that the brand react to changes in fashion, but also to changes in culture, in order to be competitive in the market place. However, this is not a one-way process as brands and products themselves influence trends and cultural shifts. The objective of this thesis was to analyze bra…