To continue offering unique and high-performing solutions, effort is dedicated to research and development in the fields of brand management and consumer culture.

l

Business anthropology Reflection on the materiality of brands and their existential function, on consumption experiences, and on the coherence between brand strategies and expressions.

l

Strategic semiotics Development of a systematic approach and methodology to clarify and interdefine key marketing concepts (what is a brand? a market? a product?) and to optimize brand strategies (difference between a master brand and a wild brand? between a subbrand and a flagship?).

l

Nation branding Exploration of the semiotic issues related to the management of nation brands, and even city and regional brands: in relation to tourism promotion and folklore, sense of belonging, foreign investment, export support, talent acquisition…  

l

Marca Perú Study of the impact, meaning, and strategies of the Peruvian national brand, Marca Perú (both nationally and internationally), as well as the role and relevance of its eight sectoral brands (for the promotion of pisco, alpaca wool, the mining industry…).