Brand as a prototype : noticing the social and cultural context in branding

Abstract

The thesis explores views on brand and culture to problematise the expectations of culture change through branding. The research makes use of anthropological critique on the branding industry and the concept of culture in commercial contexts. A startup brand design case is studied to understand the negotiation of brand identity and feedback culture.

The practical part of the thesis work was done in 2025 in cooperation with a startup company aiming to revolutionize feedback culture. The practical part followed the logic of the brand design process with elements from ethnographic methods. Afterwards, the brand identity was analysed as research through design prototype, and the social and cultural understanding achieved in the design process was reassessed.

The findings reveal that social and cultural tensions can offer companies ways to engage cultural change through branding in the complex emergent contexts. The thesis affirms that brand limits are in constant negotiation, but attending to the infringements can present the brand designer with a chance to initiate positive societal change.