Media stories or mediatization of the brand history?

Nestlé's case in Brazil, involving the wreck of the Itagiba Steam

Abstract

This article aims to discuss the role of memory and history in economic logic and mediation of organizations in processes of global expansions, from the event of the Itagiba Vapor wreck on the During II World War, with atention to institutionalization and promotion of the Nestlé brand in Brazil. The article begins presenting the historical fact, as an event and the mediatizated uses of this occurrence in favor of institutional action and memory promotion to Nestlé brand in its brazilian expantion. The text ends by highlighting the theoretical and methodological aspects studies on the mediatization of brands in the construction of institutions and organizational memories in cultures, such as possibility of establishing links with the various publics of the organizations in its expansion processes in several consumer markets.