Abstract:

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in order to develop hypotheses to guide actions that activate the desire at purchase, the paper identifies motivations, desires, imagery, knowledge and expectations deployed while buying soft drinks in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay. The paper articulates theoretical developments and research methodologies semiology and ethnographic analyses, productive workshops, observation, surveys which contribute to shift the central place of corporate communications to regional strategies.The paper concludes that strategic marketing at the purchase channel has a core place in brand building