Koller, Veronika (2007) "The world's local bank":glocalisation as a strategy in corporate branding discourse. Social Semiotics, 17 (1). pp. 111-130. ISSN 1470-1219Full text not available from this repository.
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.
|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|
|Deposited By:||Dr Veronika Koller|
|Deposited On:||07 Feb 2008 10:16|
|Last Modified:||26 Jul 2012 15:07|
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