Authors:

Laryssa Tarachucky and Luiz Salomão Ribas Gomez

Abstract:

By exploring the relationship between cultural studies and branding practices this paper seeks to present ethnographic research participation in construction and disclosure of brands. Recent works seem to agree that, in order to successfully develop their own pattern and their own cultural significance, companies must invest in research that seek in culture the answers for their branding tasks and innovation opportunities. This paper is an attempt to examine work undertaken the past years on the relationship between brand building and brand management with the culture research, provide a view of the complexities of the consumption processes and describe how culture influences in consumer behaviour. It presents the currently discussions about tools and methods for conducting the cultural research and, finally, intends to identify how ethnographic research can be inserted in branding processes as a tool to provide the necessary information in order to help building strong brands.

Index Terms: Innovation, Branding, Culture, Ethnographic Research.

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