The Cultural Construction of Brazilian Bodies and Status

Nacima Ourahmoune, Bernardo Figueiredo and Pilar Rojas

Chapter 3 in Luxury Brands in Emerging Markets, 2014, pp 26-45 from Palgrave Macmillan

Abstract: Abstract Brands may be regarded as cultural platforms with ideological statements (Askegaard 2006, O’Guinn and Muniz 2004) as they are filled with societal values transferred via advertising, fashion and design (McCracken 1986). Luxury brands in particular are highly connected to socio-historical elements that imbue the brands’ identity (Lipovetsky and Roux 2003). Storytelling in luxury branding is a strategic element of brand success (Kapferer and Bastien 2009). To convey consistent luxury brand narratives in an emerging market, managers should dig deeply in the socio-historical construction of beauty ideals in its specific cultural context. In this chapter, we propose to tackle the issue of mapping the diverse Brazilian cultural territories of expression available to global and local luxury brands.

Keywords: Cultural Capital; Advertising Campaign; Brand Position; Brand Communication; Luxury Brand (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33053-6_4

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DOI: 10.1057/9781137330536_4

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