Through an account of the ephemerality and durability of brands’ meaning and materiality in rural Tanzania, this article expands the semiotic scholarship on brand with an analysis from the world of international development—where branding operates in similar but also different ways. By using an abandoned brand fraction to name contemporary interventions, residents of Tanzania’s East Usambara Mountains aggregated what, from another perspective, were distinct activities, institutions, and goals. In this biodiversity hotspot, residents thus constructed a chronotopic framing that countered the marketing efforts of more powerful actors shaping the region’s landscape through conservation. Such framings allowed residents to bundle and estrange successive, short‐term interventions, thereby emphasizing the continuity of foreign influence and reinforcing a social distance between conservation authorities and village residents—a distance that Tanzanian foresters tried to overcome.

中文翻译：

---

生物多样性热点中品牌的流通，耐用性和消除

通过对坦桑尼亚农村地区品牌含义和重要性的短暂性和持久性的描述，本文通过对国际发展世界的分析来扩展关于品牌的符号学研究，在国际发展世界中，品牌的运作方式相似但也不同。通过使用废弃的品牌成分来命名当代干预措施，坦桑尼亚东乌桑巴拉山的居民从另一个角度汇总了截然不同的活动，机构和目标。因此，在这个生物多样性热点地区，居民构建了一个时序框架，以抵制更强大的参与者通过保护来塑造该地区景观的营销努力。这样的框架使居民可以捆绑和疏散连续的短期干预措施，