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Cultural Mediations Between Branding and Lifestyles: A Case Study Based Model for the Articulation of Cultural Strategies and Urban Tribes

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Advances in Physical, Social & Occupational Ergonomics (AHFE 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 273))

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Abstract

This paper aims to cross concepts and analytical approaches in culture, strategy and urban tribes to provide a process that can diagnose brand communication pieces and larger campaigns within a specific cultural landscape or larger contexts. With a mix of qualitative methods, this articulated critical approach allows for the understanding of branding and strategic communication objects. Within a scope of cultural analysis, it is possible to activate a textual reading that highlights both visible and invisible webs of meaning. These impact the way we read brand texts and can be made to inspire urban tribes and activate identification mechanisms that inhibit collective mindsets. This cultural diagnosis process of brand objects can generate important strategic insights for brand communication and management.

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Author information

Authors and Affiliations

  1. CEAUL, Centro de Estudos Anglísticos da Universidade de Lisboa, Faculdade de Letras, Alameda da Universidade, Lisbon, Portugal

    Nelson Pinheiro Gomes & William Afonso Cantú

  2. IPAM, Instituto Português de Administração e Marketing, Quinta do Bom Nome, Estr. da Correia 54, Lisbon, Portugal

    William Afonso Cantú

Authors
  1. Nelson Pinheiro Gomes
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  2. William Afonso Cantú
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Corresponding author

Correspondence to Nelson Pinheiro Gomes .

Editor information

Editors and Affiliations

  1. Division of Integrative Systems and Design, Hong Kong University of Science and Technology, Kowloon, Hong Kong

    Ravindra S. Goonetilleke

  2. Department of Industrial and Systems Engineering, Korea Advanced Institute of Science and Technology, Daejeon, Korea (Republic of)

    Shuping Xiong

  3. University of Latvia, Riga, Latvia

    Henrijs Kalkis

  4. University of Latvia, Riga, Latvia

    Zenija Roja

  5. University of Central Florida, Orlando, FL, USA

    Waldemar Karwowski

  6. Okayama University, Okayama, Japan

    Atsuo Murata

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Gomes, N.P., Cantú, W.A. (2021). Cultural Mediations Between Branding and Lifestyles: A Case Study Based Model for the Articulation of Cultural Strategies and Urban Tribes. In: Goonetilleke, R.S., Xiong, S., Kalkis, H., Roja, Z., Karwowski, W., Murata, A. (eds) Advances in Physical, Social & Occupational Ergonomics. AHFE 2021. Lecture Notes in Networks and Systems, vol 273. Springer, Cham. https://doi.org/10.1007/978-3-030-80713-9_60

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  • DOI: https://doi.org/10.1007/978-3-030-80713-9_60

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-80712-2

  • Online ISBN: 978-3-030-80713-9

  • eBook Packages: EngineeringEngineering (R0)

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