Chapter 10 - cultural approach

Question 1

cultural approach

Answer 1

• dualistic perspective: iconic brands / ideological issues
• based on analysis of brands and branding light of cultural influence
• emphasises cultural forces in society and how these can be used to build iconic brands and impact branding practices on globalised culture and marketplace

Question 2

assumptions of cultural approach

Answer 2

• meaning found in social interaction among dedicated brand consumers to main theories of brand value creation
• adds exchange between macro-level culture and brands –> use of cultural forces
  (not= identity approach where culture is defined as culture at micro-level)

Question 3

brand-consumer exchange cultural approach

Answer 3

• brand is storyteller
• brand is ‘vessel of meaning’ successful only if it resonates with consumer’s collective identity projects of time
• macro-level focus of culture: brand is also significant political and financial power and is at the center of debate when it comes to issues and discussion surrounding globalisation issues
• active role in mainstream culture: brand is subjected to social and cultural changes and influenced by changes completely outside brand manager’s control
• focuses on advertising and symbolic meaning of it

Question 4

iconic brands

Answer 4

= brands that have managed to integrate themselves in culture more skill-fully than others
–> subject to greatest concerns (cultural imperialism, cultural standardisation and globalisation)

Question 5

methods and data in cultural approach

Answer 5

1. semiotics: deconstructs meaning displayed in commercial communication –> intertextuality
2. ethnographic studies: understanding consumer in cultural setting
3. phenomenological interviews: understanding collective identity projects of consumers
4. netnography
5. extended case method: discovery-oriented method of anthropological descent where relatively small sample of informants is studied closely through loosely structured, long interviews and observations in their environments –> bottom-up interpretation

Question 6

Dualistic perspective

Answer 6

1. Iconic brands
2. ideological issues

Question 7

theoretical framework: iconic brands

Answer 7

• understand brand as cultural entities (‘storied products’)
• supporting theory: cultural consumption
• core theory: cultural branding

Question 8

supporting theory: cultural consumption

Answer 8

consumer goods are regarded as equal circulators of meaning; cultural meaning is mobile, lowing, always in transition; advertising system and fashion system pick fragments. of meaning and bestow them; use of semiotics

Question 9

core theory: cultural branding

Answer 9

• is a strategic principle behind how to create and manage a brand and alter it into an icon
• steps:
  1. target cultural contradiction
  2. act as cultural activist
  3. create original expressive culture as an artist
  4. develop authentic populist voice

Question 10

cultural strategy

Answer 10

6-stage strategic framework:
1. map category’s cultural orthodoxy
2. identify social disruption than can dislodge orthodoxy
3. unearth ideological opportunity
4. cull appropriate source material
5. apply cultural tactics
6. craft cultural strategy

Question 11

management of iconic brand

Answer 11

• cultural brand management process consist of 2 stages:
  1. gathering relevant cultural knowledge: cultural contradictions, reputation of brand, look for empathetic understanding
  2. composing cultural brand strategy

Question 12

ideological issues: societal repsonse to brand icons

Answer 12

1. dopplegägner brands: negative autonomous brand images, subject to culture jamming (distortion of commercial signs and mediums)
2. anti-branding disclosure: no logo movement (questions whether real value is sold or only empty images and promises by iconic brands)
3. CSR: become integrated element in large number of branding strategies (for environment, working conditions, human rights,…); influences brand identity
4. Global ideoscapes: play different and very potent roles in forming religious and national identities

Question 13

managerial implications of ideological issues

Answer 13

• negative cultural agendas/doppelgänger brands need to be monitored to adjust brand communications
• need for CSR initiatives