Cultural approach

Question 1

What is the cultural approach?

Answer 1

How cultural forces in society can be used to build iconic brands as well as impact branding practices on the globalized culture and marketplace.

Question 2

Assumptions

Answer 2

Exchange between macro-level culture and brands. Marketers use cultural forces to build strong brands and what brand and branding do to culture.
- Identity approach is more focused on the micro-level

Question 3

Brand consumer exchange framework

Answer 3

Culture –(What can culture do to brand value creation)–> Branding –(How does branding affect culture)–> Culture

Question 4

Brand consumer exchange

Answer 4

Brand is a storyteller, the vessel of meaning, a political and financial power.

Question 5

Iconic brands

Answer 5

Brands that managed to integrate themselves in culture more skilfully than others.

Question 6

Cultural icons

Answer 6

Exemplary symbols, resonant to a majority of people and offering the most potent and relevant solution to the cultural situation of their time.

Question 7

Brand icon

Answer 7

An identity brand approaching the identity value of a cultural icon.

Question 8

Identity brand

Answer 8

It is a ‘storied’ brand, whose value to consumers derives primarily from identity value.

Question 9

Identity value framework

Answer 9

Identity value ——->
Identity brands –> Iconic brands –> Cultural icons

Question 10

Factors that make communications of iconic brands stand out

Answer 10

1) Target a cultural contradictions: Accommodate the tensions between cultural contradictions.
2) Act as a cultural activist: Aspiring to the identity value of a cultural icon
3) Create original expressive culture as an artist
4) Develop an authentic populist voice

Question 11

Supporting theory: Cultural consumption

Answer 11

Cultural meaning is mobile, flowing, and always in transition. Meaning is transferred from the culturally constituted world into consumer goods and through the consumption of goods integrated into the lives of consumers.

Question 12

Management of an iconic brand

Answer 12

1) Gather relevant cultural knowledge
2) Composing the cultural brand strategy

Question 13

Composing cultural brand strategy

Answer 13

1) Select cultural contradiction
2) Compose a cultural brief (Myth treatment, populist authenticity, charismatic aesthetic)

Question 14

Dos

Answer 14

1) Acknowledge the powerful forces in consumer culture
2) Use cultural feedback
3) Be open to inspiration from many differerent sources
4) Acknowledge that the brand changes over the course of time
5) Regard your brand’s reputation as a reputation for performing myths
6) Be a cultural activist
7) Be open about the profit motive of your business