SciELO - Scientific Electronic Library Online

 
vol.16 issue2Economists and economic cultures in Brazil and Argentina: toward a comparison on heterodoxiesEmployment systems: workplace human resources management strategies and labor institutions author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand

Journal

Article

Indicators

Related links

Share


Tempo Social

Print version ISSN 0103-2070On-line version ISSN 1809-4554

Abstract

NORBERTO, Elaine. Firm strategies on brands and social strategies on differentiation: an analysis from the automobilie perspective. Tempo Soc. [online]. 2004, vol.16, n.2, pp.203-223. ISSN 0103-2070.  http://dx.doi.org/10.1590/S0103-20702004000200009.

The article analyses firm strategies in auto industry and focuses three main issues. First: building an specific brand requires close interaction between material and functional aspects, from one side, and symbolic aspects, from the other, articulating strategic actions in productive, commercial and communicative spheres; the coherence of those actions produces positive synergies allowing brand to work as a symbolic operator bindingcorporation and market actors. Second: once a particular brand has been consolidated, this symbolic operator can improve, or impede, a specific corporation to occupy segments in the market. Third: the meaning of consolidated brands and its impacts on corporation aims reflect social strategies of differentiation and identities construction. M. Sahlins, J. Baudrillard e C. Castoriadis ideas are influential on shaping those arguments.

Keywords : Brands; Corporate strategies; Automobiles.

        · abstract in Portuguese     · text in Portuguese     · Portuguese ( pdf epdf )

 

Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License