Abstract

The study of brands has been approached from a variety of theoretical standpoints, with particular emphasis placed on the processes involved in their construction, their historical significance, the visual language utilized by brands, and the symbolic potential inherent in their existence. A further area of investigation is the relationship between brands and the commercial architecture of an area, including the ways in which they are resemanticized in terms of local culture. The objective of this research is to examine the influence of cultural configurations on the visual discourse of brands in Bogotá’s Zona Rosa. To achieve this, a qualitative methodology was employed, comprising a field study of 20% of the 306 companies located in the Zona Rosa. The study was based on field diaries, complemented with photographic, auditory, and written evidence. The research findings demonstrate how cultural configurations affect the discursivity of the brands in the Zona Rosa of Bogotá and illustrate the interdependent relationship between them.