Estratégias de adaptação cultural na identidade visual de marcas globalizadas: um estudo de caso da Sumol Compal

Abstract

This study proposes an in-depth analysis of how Sumol Compal, a renowned company in the beverage sector, adapts its visual identity to meet different cultural nuances in specific and international markets. The research seeks to understand the strategies adopted by the company in building a culturally responsible visual identity, considering factors such as consumers' cultural preferences, regional differences and local sensibilities. Using a qualitative approach, analyzes of consumer perceptions were carried out in relation to the brand's visual identity in different markets, such as Mozambique, Portugal and Angola. Data collection included interviews, surveys and analysis of marketing materials in order to capture a holistic understanding of consumer perceptions and responses in different cultural contexts. The results highlight the importance of specific market research, the adaptation of specific elements and flexibility in the execution of the visual identity to better meet the cultural preferences of consumers in each region. Furthermore, collaboration with local artists and continuous consumer feedback have emerged as essential aspects in building a culturally responsible visual identity. This study contributes to a deeper understanding of the cultural adaptation strategies adopted by companies in a globalized and diverse world.