A identidade territorial gaúcha no branding das marcas regionais : caso da marca da cerveja Polar.

Abstract

This research focused on the analysis of how the state's territorial identity was used in the branding of regional brands, for beer label Polar, AmBev's portfolio of brands in its advertising campaigns from 1999 to 2014. From This topic discussed the global relationship versus the regional through the Polar brand branding and can analyze the strategic brand management in its identification with the territory corresponding to the state of Rio Grande do Sul. The objectives covered the identification as made the branding of Polar Beer brand associated with the territory of Rio Grande do Sul, the analysis of strategic brand management through advertising material Polar, from the sale of the brand to AmBev, the characterization of Polar identity construction process positioned as a cultural product gaucho and the global capital versus regional discussion through branding strategies of transnational which appropriates a natural territorial identity. The theoretical framework discussed the contemporary capitalism, theories about branding and about cultural identity and a set of concepts, including, region and territory. The theoretical and methodological framework set out a qualitative research which has dialectical materialism as a methodology, presenting an exploratory study, making the investigation more explicit phenomenon. We used a literature review and documentary research, the latter consists of the collection of communication materials Polar brand on the internet. The technique used was the case study of Polar beer brand, part of the portfolio of transnational AmBev's brands. The results pointed to the use of the territory by the organizations as consumer arena the trademarks of their marketing products, exposing the contradictions of globalization and the territorial capital and brands