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Title Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China
Full text http://upetd.up.ac.za/thesis/available/etd-02122013-211812/
Date 2013
Author(s) King, Taryn Val
Contributor(s) F Cassim; Prof J van Eeden
Abstract Wally Olins (2008:6), points out that in contemporary culture brands and branding are all-pervasive and ubiquitous. As he says, one need only walk down the high street of any major foreign city in the world, be it San Francisco or Shanghai, to be embraced by so many familiar brands, including Coca-Cola, KFC, Apple MAC, Chanel and Toyota, that one could mistake it for home. In the last 15 years particularly, the ubiquitous influence of brands and branding has seen the field outgrow its commercial role and expand into more secular and political spheres. Thus, the focus of this study is the role and influence of brands and branding on modern nations and their reputations via intentionally constructed national identities, with specific reference to South Africa. According to the main objectives of this study, focus was placed on the critical examination of South Africas nation brand, Its Possible, in the light of the theoretical ideals for an intentional constructed national identity as proposed by Bartholmé and Melewar, Anholt and Olins. The examination centred on the analysis and interpretation of the individual communiqués that constituted the South African pavilion at the world Expo 2010, as their content is the result of the implementation of the nations visual brand language. The analysis and interpretation sought to, firstly, investigate the constitution of the South African visual brand language used in the design and construction of the pavilions communiqués and, secondly, to broadly identify the core values of the intentionally constructed South Africa nation brand Its Possible, made manifest in the South African exhibit through the visual communiqués. © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria Please cite as follows: King, TV 2012, Examining the visual brand language used by brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-02122013-211812/ > C13/4/109/gm
Subject(s) Visual Arts
Language en-uk
Publisher University of Pretoria
Type of publication text
Format application/pdf
Source http://upetd.up.ac.za/thesis/available/etd-02122013-211812/
Rights unrestricted; I hereby certify that, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report (
Repository Pretoria - University of Pretoria, Theses and Dissertations
Added to C-A: 2017-03-10;15:13:05