Multicultural, not multinational: emerging branding strategies in culturally diverse societies

Eva Kipnis, Amanda J. Broderick, Catherine Demangeot

Research output: Contribution to conferencePaper


This paper proposes that approaches to culture-based brand positioning are diversifying in response to increasing complexities of consumer cultural identities, with uni- bi- and multicultural identities emerging. Acting as visualisations of consumers’ cultural identities, brands represent people’s ideas about their membership of cultural groups. Findings from a critical visual analysis of brand communications reveal that the brands’ positioning concepts include associations with single cultures, or two or more distinct types of culture that go beyond traditional global-local positioning strategies. This suggests that in culturally diverse marketplaces, coherent branding strategies that create ‘multi-cultural’ meanings can be used by marketers as a competitive positioning tool, to appeal to consumers that integrate multiple cultures in their identities.
Original languageEnglish
Publication statusPublished - May 2011
EventEuropean Marketing Academy Conference - Ljubiana, Slovenia
Duration: 23 May 201127 May 2011


ConferenceEuropean Marketing Academy Conference


  • cross-cultural marketing
  • multi-cultural consumers
  • cultural branding

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