ABSTRACT
The internal and external elements of Amazon’s cultural profile have led the corporation to become indispensable to scores of individuals worldwide. The organisation has embedded itself, as well as its products and services, with increasing subtlety into people’s everyday lives. To support these developments, a sophisticated symbolic universe has been developed over time; the content of this universe ranges from pithy written messages to instantly recognisable visual brand components. Amazon also undertakes more and more community engagement initiatives in an effort to fulfil corporate social responsibility principles.
