Article2007

“The World's Local Bank”: Glocalisation as a Strategy in Corporate Branding Discourse

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Consumer Behavior in Brand Consumption and Identification Semiotics and Representation Studies Discourse Analysis and Cultural Communication

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.

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References

1996Reading images: the grammar of visual design 2002The way we think: conceptual blending and the mind's hidden complexities 1995Building Strong Brands 1995Glocalization: Time-Space and Homogeneity-Heterogeneity 2006Reading Images 1996‘Building Strong Brands’1999The Lexus and the Olive Tree 1997The Conquest of Cool

Cited by

2009Chapter 3. Brand images: Multimodal metaphor in corporate branding messages 2020Corpus-Assisted Discourse Studies 2020Context and Its Complications 2020Translanguaging and Momentarity in Social Interaction 2020Cognitive Linguistic and Experimental Methods in Critical Discourse Studies 2020Multimodality 2020Discourse and the Linguistic Landscape 2020Poststructuralist Discourse Studies: From Structure to Practice

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