The Three B’s of Branding: Navigating Multicultural Markets
DOI:
https://doi.org/10.33423/jmdc.v19i1.7546Keywords:
marketing development, branding, brand evolution process, brand development, brand management, brand optimization, brand equity, brand identity, brand strategy, culture, cultural branding model, HispanicAbstract
This paper explores the intrinsic relationship between branding and culture, emphasizing the imperative of cultural sensitivity in brand strategy. It expands on the Brand Evolution Process (BEP), a comprehensive framework comprising three phases, enriched by insights from our Cultural Branding Model (CBM). Incorporating cultural research, sensitivity training, segmentation, adaptation, inclusive messaging, collaboration with cultural experts, and continuous monitoring, the BEP/CBM provides a structured approach to navigating cultural landscapes. This study illuminates the interplay between brands and culture through a dual approach of conceptual analysis and qualitative research. By embracing cultural relevance, marketers can enhance brand resonance and foster meaningful connections.
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