Resumen

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.

Palabras llave : Brands; Corporate strategies; Automobiles.