Do Complexo do Alemão para o mundo : a narrativa da identidade territorial na marca Kurandé
Type
article
Creator
Publisher
Identifier
TEIXEIRA, Carla ; CARVALHO, Breno (2021) - Do complexo do Alemão para o mundo: a narrativa da identidade territorial na marca Kurandé. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054.Vol. XIV, nº 27, p. 1-14.
1646 - 9054
Title
Do Complexo do Alemão para o mundo : a narrativa da identidade territorial na marca Kurandé
Subject
Identidade territorial
Complexo do Alemão
Marca emocional
Identidade cultural
Empoderamento
Territorial identity
Emotional brand
Cultural Identity
Empowerment.
Complexo do Alemão
Marca emocional
Identidade cultural
Empoderamento
Territorial identity
Emotional brand
Cultural Identity
Empowerment.
Date
2021-06-22T10:14:36Z
2021-06-22T10:14:36Z
2021
2021-06-22T10:14:36Z
2021
Description
O objetivo desta pesquisa é analisar as estratégias de consolidação da marca e seu vínculo com o território do Complexo do Alemão, no Rio de Janeiro, a partir do Instagram da marca brasileira Kurandé. O estudo se justifica pelo predomínio de trabalhos sobre marcas territoriais ligados essencialmente a produtos e cidades. Exemplo são as de Melbourne, na Austrália e Porto Alegre (RS), no Brasil, que criaram assinaturas visuais, denominadas identidades territoriais, para promovera localidade, estimular o turismo, investimentos externos e as importações. Assim, mostra-se relevante por analisar as estratégias das comunidades periféricas para sua inserção no mercado, ao mesmo tempo em que constroem uma imagem que busca a quebra de estereótipos sobre esses territórios. Utilizamos o aporte sobre branding territorial de Giovana Almeida (2017), assim como de consumo de ativismo por Ana Miranda e Izabela Domingues (2018). O contexto da pós-modernidade e da identidade cultural são observados pela ótica de Stuart Hall (2014). A ligação da marca Kurandé com o Complexo do Alemão é percebida também pelo viés da Teoria do Empoderamento, com Joice Berth (2019),marcas emocionais, de Marc Gobé (2010) e descolonização, de Grada Kilomba (2019). Henry Jenkins, Sam Ford e Joshua Green (2018) permitiram analisar o Instagram da Kurandé com o aporte da cultura da conexão gerada pelas mudanças nas mídias e plataformas digitais. Como resultado, percebe-se uso de elementos identitários, seja na produção fotográfica, na marca, nome dos produtos e narrativa emocional criada, com marcadores do território, do povo negro e da ancestralidade. Esta pesquisa também visa ampliar o diálogo no campo do branding, design e comunicação ao trazer perspectivas teóricas emergentes e interdisciplinares
ABSTRACT : The aim of this research is to analyze the brand consolidation strategies and their link with the territory of Complexo do Alemão, in Rio de Janeiro, based on the Instagram of the Brazilian brand Kurandé. The study is justified by the predominance of works on territorial brands linked essentially to products and cities. Examples are those in Melbourne, Australia and Porto Alegre (RS), in Brazil, which created visual signatures, called territorial identities, to promote the locality, stimulate tourism, foreign investments and imports. Thus, it is relevant for analyzing the strategies of peripheral communities for their insertion in the market, while building an image that seeks to break stereotypes about these territories. We used the contribution on territorial branding by Giovana Almeida (2017), as well as the consumption of activism by Ana Miranda and Izabela Domingues (2018). The context of postmodernity and cultural identity are observed from the perspective of Stuart Hall (2014). The connection of the Kurandé brand with the Complexo do Alemão is also perceived by the bias of Empowerment Theory, with Joice Berth (2019),emotional marks, by Marc Gobé (2010) and decolonization, by Grada Kilomba (2019). Henry Jenkins, Sam Ford and Joshua Green (2018) allowed us to analyze Kurandé's Instagram with the contribution of the connection culture generated by changes in digital media and platforms. As a result, the use of identity elements is perceived, be it in photographic production, in the brand, product names and emotional narrative created, with markers of the territory, about the black people and ancestry. This research also aims to expand the dialogue in the field of branding, design and communication by bringing emerging and interdisciplinary theoretical perspectives.
info:eu-repo/semantics/publishedVersion
ABSTRACT : The aim of this research is to analyze the brand consolidation strategies and their link with the territory of Complexo do Alemão, in Rio de Janeiro, based on the Instagram of the Brazilian brand Kurandé. The study is justified by the predominance of works on territorial brands linked essentially to products and cities. Examples are those in Melbourne, Australia and Porto Alegre (RS), in Brazil, which created visual signatures, called territorial identities, to promote the locality, stimulate tourism, foreign investments and imports. Thus, it is relevant for analyzing the strategies of peripheral communities for their insertion in the market, while building an image that seeks to break stereotypes about these territories. We used the contribution on territorial branding by Giovana Almeida (2017), as well as the consumption of activism by Ana Miranda and Izabela Domingues (2018). The context of postmodernity and cultural identity are observed from the perspective of Stuart Hall (2014). The connection of the Kurandé brand with the Complexo do Alemão is also perceived by the bias of Empowerment Theory, with Joice Berth (2019),emotional marks, by Marc Gobé (2010) and decolonization, by Grada Kilomba (2019). Henry Jenkins, Sam Ford and Joshua Green (2018) allowed us to analyze Kurandé's Instagram with the contribution of the connection culture generated by changes in digital media and platforms. As a result, the use of identity elements is perceived, be it in photographic production, in the brand, product names and emotional narrative created, with markers of the territory, about the black people and ancestry. This research also aims to expand the dialogue in the field of branding, design and communication by bringing emerging and interdisciplinary theoretical perspectives.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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