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<p>Despite the growing relevance of country branding, research on South American nations remains limited. In particular, the concept of mutant brands—a prominent strategy in product branding—has been largely overlooked in place branding. This study aims to explore how mutant brands influence a country’s brand recognition, with a specific focus on Colombia. Using Atlas TI software for content analysis, the research draws on 24 in-depth interviews across two distinct samples. The findings reveal that mutant country brands can serve as effective tools for image recognition, offering both positive and negative attributes. However, their implementation requires careful planning of brand management timelines, media communication strategies, and audience segmentation. As brand variations increase, maintaining consistent messaging over time becomes more challenging. Notably, mutant place brands tend to resonate more strongly with mature audiences than with less experienced ones. The study also provides actionable recommendations for graphic design and strategic guidelines for developing mutant brands. Two key contributions emerge: (i) the integration of mutant branding into place branding theory as a visual communication tool, and (ii) a deeper understanding of its theoretical foundations and practical applications as a brand identity strategy within the place branding literature.</p>

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Place brand recognition and visual identity: the role of mutant brands in Colombia’s brand strategy

  • 期刊论文

  • 发表日期：

    2026年5月18日

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  • Amanda Valladares de Andrade Minto,
  • Vivian Iara Strehlau,
  • Fabiana Gondim Mariutti

摘要

Despite the growing relevance of country branding, research on South American nations remains limited. In particular, the concept of mutant brands—a prominent strategy in product branding—has been largely overlooked in place branding. This study aims to explore how mutant brands influence a country’s brand recognition, with a specific focus on Colombia. Using Atlas TI software for content analysis, the research draws on 24 in-depth interviews across two distinct samples. The findings reveal that mutant country brands can serve as effective tools for image recognition, offering both positive and negative attributes. However, their implementation requires careful planning of brand management timelines, media communication strategies, and audience segmentation. As brand variations increase, maintaining consistent messaging over time becomes more challenging. Notably, mutant place brands tend to resonate more strongly with mature audiences than with less experienced ones. The study also provides actionable recommendations for graphic design and strategic guidelines for developing mutant brands. Two key contributions emerge: (i) the integration of mutant branding into place branding theory as a visual communication tool, and (ii) a deeper understanding of its theoretical foundations and practical applications as a brand identity strategy within the place branding literature.