A Thesis Submitted for the Degree of PhD at the University of Warwick Permanent WRAP URL: http://wrap.warwick.ac.uk/89580 Copyright and reuse: This thesis is made available online and is protected by original copyright. Please scroll down to view the document itself. Please refer to the repository record for this item for information to help you to cite it. Our policy information is available from the repository home page. For more information, please contact the WRAP Team at: [email protected] warwick.ac.uk/lib-publications Brand in the Caribbean: A Cultural Analysis of the Regional Creative Economy by Gabrielle Deneise Ferdinand A thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Creative Industries University of Warwick, Centre for Cultural Policy Studies February 2017 Table of Contents List of Abbreviations................................................................................................................. v List of Illustrations.................................................................................................................... vi List of Tables............................................................................................................................. vii Acknowledgments.................................................................................................................... viii Declaration................................................................................................................................ ix Abstract...................................................................................................................................... x Chapter One: Introduction................................................................................. 1 1.1 Research background................................................................................................ 1 1.1.1 The Caribbean’s creative industries........................................................... 3 1.2 The research subject: aim, objectives and research questions............................. 6 1.3 The research rationale............................................................................................... 9 1.4 The scope of the research......................................................................................... 12 1.5 An overview of the Caribbean context................................................................... 15 1.5.1 The Caribbean’s territories.......................................................................... 15 1.5.2 The Caribbean’s colonial history................................................................ 17 1.6 The structure of the thesis........................................................................................ 19 Chapter Two: Researching the Region.............................................................. 22 2.1 Identifying patterns in Caribbean creative economy research............................ 23 2.1.1 Industry mapping research.......................................................................... 25 2.1.2 Policy and trade research............................................................................. 31 2.2 Exploring sector-specific industry research........................................................... 35 2.2.1 Music research in the Caribbean................................................................ 35 2.2.2 Festival research in the Caribbean............................................................. 39 2.2.3 Fashion research in the Caribbean............................................................. 45 Chapter Three: Theoretical Framework............................................................. 52 3.1 Redefining the creative economy as a symbolic economy.................................. 53 3.2 Brand: A traditional perspective……………………………………………. 60 3.3 Reimagining brand for the creative economy: A cultural approach.................. 62 3.3.1 Brand as a symbolic instrument................................................................. 63 i 3.3.2 Brand as a medium for reconstructing cultural identity......................... 67 3.3.3 Brand as strategy........................................................................................... 70 3.4 Nation brands............................................................................................................ 72 3.4.1 Understanding the nation brand................................................................ 72 3.4.2 Discussing Brand Caribbean and regional identity................................. 76 Chapter Four: Research Methodology................................................................ 83 4.1 Qualitative research.................................................................................................... 84 4.2 Interview research...................................................................................................... 88 4.2.1 Methodological limitations.......................................................................... 90 4.2.2 Contextual limitations.................................................................................. 92 4.3 Designing the interview study.................................................................................. 94 4.3.1 Sample design................................................................................................ 95 4.3.2 Interviewee database.................................................................................... 97 4.4 Conducting the interviews........................................................................................ 100 4.4.1 Crafting the interview guide........................................................................ 101 4.4.2 Working with the interviewees................................................................... 102 4.5 Exploring the data analysis process......................................................................... 104 4.6 Outlining ethical concerns........................................................................................ 108 4.7 Reflecting on my role as researcher......................................................................... 110 Chapter Five: Brand and Cultural Policy in the Caribbean............................... 114 5.1 The policy landscape in the Caribbean................................................................... 115 5.1.1 An introduction to national policy frameworks....................................... 115 5.1.2 An introduction to regional and transnational policy frameworks....... 120 5.1.3 An overview of current legislation............................................................. 122 5.2 The presence and absence of brand discourse in policy frameworks................ 128 5.2.1 The Regional Cultural Policy of the Caribbean Community................. 129 5.2.2 The Draft National Cultural Policy of Trinidad and Tobago................. 131 5.2.3 The National Cultural Policy of Jamaica................................................... 133 5.2.4 The National Cultural Policy for Barbados 2010 and The National Strategic Plan of Barbados 2005-2025............................... 137 5.3 Brand in practise across government frameworks................................................. 141 ii Chapter Six: Exploring Brand within the Caribbean Creative Economy.......... 147 RQ 1: How is brand understood, constructed and used by cultural producers within the Caribbean creative economy? 6.1 Unpacking the term ‘brand’...................................................................................... 148 6.1.1 Definitions of brand in the Caribbean...................................................... 148 6.1.2 Brand as a ‘buzzword’.................................................................................. 152 6.2 The construction of brand(s).................................................................................... 155 6.2.1 The process of brand-building.................................................................... 155 6.2.2 Brand-building across creative sectors...................................................... 158 6.3 Brand in practise......................................................................................................... 164 6.3.1 Brand as protection: A defensive approach.............................................. 164 6.3.2 The role of the ‘metabrand’ and collaborative frameworks................... 169 RQ 2: How does brand influence the dynamics of the Caribbean creative economy? 6.4 Brand and Creativity.................................................................................................. 176 6.4.1 Creativity in the Caribbean framework..................................................... 176 6.4.2 Brand expectations and creative production............................................ 180 6.4.3 Creativity and strategic decision-making.................................................. 184 6.5 Brand and Value......................................................................................................... 187 6.5.1 Perspectives on brand value....................................................................... 190 6.5.2 Locality and brand value: The indigenous vs. the imported.................. 195 6.5.3 Redefining brand value within a colonialist framework ......................... 198 Chapter Seven: Understanding Brand Caribbean.............................................. 211 RQ 3: What is ‘’Brand Caribbean’,