Suélen Matozo Franco

PROSÓDIA MARCÁRIA: UMA ETNOGRAFIA DA COMUNICAÇÃO DA SIGNIFICAÇÃO DAS MARCAS NA FALA DE INTERLOCUTORES EM CONTEXTOS SOCIAIS

In recent decades, it has been recognized that the brands play a role far beyond the conception of “naming”, “branding” and “distinguishing”. They belong to a symbolic universe, in the same time they constitute it, allowing subjects to signify their experiences through them and, conversely, signifying them through their experiences. Despite the knowledge of this symbolic dimension, little research has been undergone about how consumers build meanings. Taking a pragmatic view of language, this study aims to understand how consumers signify brands, in its interactions, through elements of prosody, which constitutes important soundtracks of attitudes, emotions and intentions in speaking situations. To this end, we conducted an ethnography of communication with functional discourse analysis. The findings indicate the role of prosody in brand meaning, a non-mapped perspective on literature.

E SE COLOCAR PIMENTA?: A CONSTRUÇÃO EMPREENDEDORA DA CHILLI BEANS

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

What if it put pepper?: Chilli Beans' entrepreneurial construction

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

Si se pone pimienta?: La construcción emprendedora de Chilli Beans

Increasingly, brands play greater role in companies’ market performance. The most common approach in the theory of brand management is strategic. However, many brands have become successful by adopting an “unconventional” logic, indicating an entrepreneurial brand building, guided mainly by intuition. We identified Chilli Beans as a brand that illustrates this phenomenon. The aim of the study was to identify the practices adopted by the brand’s entrepreneur to make it successful. To investigate it, we adopted narratology as a way to rebuild the brand’s history. Data were collected through narrative interviews and secondary data. The results reveal several aspects adopted in this process, which are comprehended under an entrepreneurial marketing perspective. Thus, the study contributes to the understanding of this phenomenon by drawing attention to some little investigated aspects in the marketing field: an entrepreneurial branding approach.

As “marcas” de uma nova fronteira vinícola: identidade cultural das marcas de vinhos do Vale do São Francisco [doi: 10.5329/RECADM.2014025]

O polo vitivinicola Vale do Sao Francisco situa-se no Novo Mundo dos vinhos, onde o desenvolvimento das marcas e a orientacao dominante. Assim, a identidade desses vinhos esta atrelada a de suas marcas. A identidade marcaria, discutida tradicionalmente sob uma orientacao estrategico-gerencial, tambem pode ser concebida como identidade discursiva, resultante de diversos vetores alem de formulacoes estrategicas. Aqui, de forma propositiva, assumimos a identidade de marcas como resultado de processos identificatorios numa cultura, portanto uma identidade cultural, o que se aproxima da concepcao discursiva. Buscamos, portanto, compreender como sao construidas as identidades das marcas de vinho do Vale do Sao Francisco. Para tanto, procedemos a uma analise de discurso critica, com base na Linguistica Sistemico-Funcional de M. A. K. Halliday, de entrevistas realizadas com tres grupos de agentes: produtores, consumidores e mediadores. Chegamos a 20 tracos identitarios, que, agrupados conceitualmente, resultaram em seis identidades culturais: acanhada, competente, jovial, honesta, mediocre e tradicional. Os resultados apontam para uma construcao de identidades ancorada num sistema de referencias dominante, resultando na desconsideracao da tipicidade da regiao, numa tentativa de sufocar a diferenca e alinhar-se ao discurso dominante.. Palavras-Chave Vale do Sao Francisco, Identidade, Marca, Linguistica Sistemico-Funcional. “BRANDS” OF A NEW WINERY FRONTIER: SAO FRANCISCO VALLEY WINE BRANDS’ CULTURAL IDENTITY ABSTRACT The Sao Francisco Valley is located in wine’s New World, where the development of brands is the dominant orientation. Thus, the identity of these wines is linked to their brands. The identity mark, traditionally discussed a policy-strategic management, can also be conceived as discursive identity resulting from various vectors as well as strategic formulations. Here, in a purposeful, assume the identity of brands as a result of identification processes in a culture, so cultural identity, which approaches the discursive conception. We seek to understand how identities are constructed of wine brands in the Sao Francisco Valley. Therefore, we examined the critical discourse, based on Systemic Functional Linguistics M. A. K. Halliday, interviews with three groups of agents: producers, consumers and intermediaries. We reached 20 strokes identity, which, grouped conceptually defined six cultural identities: shy, responsible, jovial, honest, mediocre and traditional. The results point to a construction of identities anchored in a system of references dominant, resulting in disregard of the typicality of the region in an attempt to quell the difference and align itself with the dominant discourse.. Keywords Sao Francisco Valley, identity, brand, Systemic Functional Linguistics.

As “marcas” de uma nova fronteira vinícola: identidade cultural das marcas de vinhos do Vale do São Francisco

The Sao Francisco Valley is located in wine’s New World, where the development of brands is the dominant orientation. Thus, the identity of these wines is linked to their brands. The identity mark, traditionally discussed a policy-strategic management, can also be conceived as discursive identity resulting from various vectors as well as strategic formulations. Here, in a purposeful, assume the identity of brands as a result of identification processes in a culture, so cultural identity, which approaches the discursive conception. We seek to understand how identities are constructed of wine brands in the Sao Francisco Valley. Therefore, we examined the critical discourse, based on Systemic Functional Linguistics M. A. K. Halliday, interviews with three groups of agents: producers, consumers and intermediaries. We reached 20 strokes identity, which, grouped conceptually defined six cultural identities: shy, responsible, jovial, honest, mediocre and traditional. The results point to a construction of identities anchored in a system of references dominant, resulting in disregard of the typicality of the region in an attempt to quell the difference and align itself with the dominant discourse.