Abstract

TEIXEIRA, Carla  and  CARVALHO, Breno. From Complexo do Alemão to the world: the narrative of territorial identity in the Kurandé brand. Revista Convergências [online]. 2021, vol.14, n.27, pp.53-70.  Epub May 31, 2021. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.27.93.

The aim of this research is to analyze the brand consolidation strategies and their link with the territory of Complexo do Alemão, in Rio de Janeiro, based on the Instagram of the Brazilian brand Kurandé. The study is justified by the predominance of works on territorial brands linked essentially to products and cities. Examples are those in Melbourne, Australia and Porto Alegre (RS), in Brazil, which created visual signatures, called territorial identities, to promote the locality, stimulate tourism, foreign investments and imports. Thus, it is relevant for analyzing the strategies of peripheral communities for their insertion in the market, while building an image that seeks to break stereotypes about these territories. We used the contribution on territorial branding by Giovana Almeida (2017), as well as the consumption of activism by Ana Miranda and Izabela Domingues (2018). The context of postmodernity and cultural identity are observed from the perspective of Stuart Hall (2014). The connection of the Kurandé brand with the Complexo do Alemão is also perceived by the bias of Empowerment Theory, with Joice Berth (2019), emotional marks, by Marc Gobé (2010) and decolonization, by Grada Kilomba (2019). Henry Jenkins, Sam Ford and Joshua Green (2018) allowed us to analyze Kurandé's Instagram with the contribution of the connection culture generated by changes in digital media and platforms. As a result, the use of identity elements is perceived, be it in photographic production, in the brand, product names and emotional narrative created, with markers of the territory, about the black people and ancestry. This research also aims to expand the dialogue in the field of branding, design and communication by bringing emerging and interdisciplinary theoretical perspectives.

Keywords : Territorial identity; Complexo do Alemão; Emotional Brand; Cultural Identity; Empowerment.

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