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"The world's local bank":glocalisation as a strategy in corporate branding discourse

Koller, Veronika (2007) "The world's local bank":glocalisation as a strategy in corporate branding discourse. Social Semiotics, 17 (1). pp. 111-130. ISSN 1470-1219

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Abstract

This paper looks at how HSBC banking group represent themselves in their externally oriented discourse as a brand combining the global and the local. Drawing on a variety of samples such as history brochures, advertisements and websites, the study combines quantitative and qualitative methods in its analysis of how visual and linguistic elements function to construct the HSBC brand. It is argued that branding in this case relies on a stereotyped version of the local that is used to endow the brand with a "human touch" and create brand affinity with a globalised audience. In cognitive terms, the company is seen to blend the two schemas of the global and the local and to metaphorically emulate perceived consumer identities to the same end.

Item Type: Article
Journal or Publication Title: Social Semiotics
Uncontrolled Keywords: Branding ; globalisation ; localisation ; multimodal discourse ; spatiotemporality
Subjects: P Language and Literature > P Philology. Linguistics
Departments: Faculty of Arts & Social Sciences > Linguistics & English Language
ID Code: 1334
Deposited By: Dr Veronika Koller
Deposited On: 07 Feb 2008 10:16
Refereed?: Yes
Published?: Published
Last Modified: 18 Sep 2013 16:10
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/1334

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