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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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"The world's local bank": glocalisation as a strategy in corporate branding discourse. / Koller, Veronika.
In: Social Semiotics, Vol. 17, No. 1, 2007, p. 111-130.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Koller, V 2007, '"The world's local bank": glocalisation as a strategy in corporate branding discourse', Social Semiotics, vol. 17, no. 1, pp. 111-130. https://doi.org/10.1080/10350330601124718

APA

Koller, V. (2007). "The world's local bank": glocalisation as a strategy in corporate branding discourse. Social Semiotics, 17(1), 111-130. https://doi.org/10.1080/10350330601124718

Vancouver

Koller V. "The world's local bank": glocalisation as a strategy in corporate branding discourse. Social Semiotics. 2007;17(1):111-130. doi: 10.1080/10350330601124718

Author

Koller, Veronika. / "The world's local bank" : glocalisation as a strategy in corporate branding discourse. In: Social Semiotics. 2007 ; Vol. 17, No. 1. pp. 111-130.

Bibtex

@article{2e2e3bafe4bb4344a02d6eca808eaad2,
title = "{"}The world's local bank{"}: glocalisation as a strategy in corporate branding discourse",
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.",
keywords = "Branding, globalisation, localisation, multimodal discourse, spatiotemporality",
author = "Veronika Koller",
year = "2007",
doi = "10.1080/10350330601124718",
language = "English",
volume = "17",
pages = "111--130",
journal = "Social Semiotics",
issn = "1035-0330",
publisher = "Routledge",
number = "1",

}

RIS

TY - JOUR

T1 - "The world's local bank"

T2 - glocalisation as a strategy in corporate branding discourse

AU - Koller, Veronika

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

KW - Branding

KW - globalisation

KW - localisation

KW - multimodal discourse

KW - spatiotemporality

U2 - 10.1080/10350330601124718

DO - 10.1080/10350330601124718

M3 - Journal article

VL - 17

SP - 111

EP - 130

JO - Social Semiotics

JF - Social Semiotics

SN - 1035-0330

IS - 1

ER -