Bech-Larsen, Tino4; Esbjerg, Lars4; Grunert, Klaus G.4
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
In the last decade the concept of 'Brand identity' (BI), has received attention from marketing and critical commentators alike. The marketing discipline has conceptualized BI as focusing on the relation between the brand and the values of the corporation behind it; and marketing critics have labeled this focus as hegemonic and imposing as regards the values of cultural minorities. This paper reports the implementation and interpretation of 14 interviews with londonese Afro-caribbeans as to their perceptions of two competing non-alcoholic beverage brands with a corporate (Coca-Cola) and a non-corporate brand identity (Supermalt).