Communicating 'Made in the Alps' | Rinallo, Diego
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Thèse, rapport

Communicating 'Made in the Alps'

Rinallo, Diego ; Pizzetti, Marta ; Gruber, Verena ; Leite Farias, Miriam

Interreg Alpine Space programme 2024 - 60 p.

As the Alps are associated with nature, heritage, tradition, adventure, exploration, performance, and luxury, brands strategically use geographic locations to infuse their products with symbolic meanings. This paper examines how brands connect themselves to the Alps in their marketing communications, showing that some brands emphasize the Alps as a place of production, while others depict Alpine landscapes as a site of consumption.


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