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

Eva Kipnis, Amanda J. Broderick, Catherine Demangeot

Research output: Contribution to conferencePaper

Abstract

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.

Conference

ConferenceEuropean Marketing Academy Conference
CountrySlovenia
CityLjubiana
Period23/05/1127/05/11

Fingerprint

Emerging multinationals
Branding strategy
Brand positioning
Cultural identity
Communication
Competitive positioning
Visualization
Positioning strategies
Visual analysis
Marketers

Keywords

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

Cite this

Kipnis, E., Broderick, A. J., & Demangeot, C. (2011). Multicultural, not multinational: emerging branding strategies in culturally diverse societies. Paper presented at European Marketing Academy Conference, Ljubiana, Slovenia.
Kipnis, Eva ; Broderick, Amanda J. ; Demangeot, Catherine. / Multicultural, not multinational : emerging branding strategies in culturally diverse societies. Paper presented at European Marketing Academy Conference, Ljubiana, Slovenia.
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abstract = "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.",
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author = "Eva Kipnis and Broderick, {Amanda J.} and Catherine Demangeot",
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Kipnis, E, Broderick, AJ & Demangeot, C 2011, 'Multicultural, not multinational: emerging branding strategies in culturally diverse societies' Paper presented at European Marketing Academy Conference, Ljubiana, Slovenia, 23/05/11 - 27/05/11, .

Multicultural, not multinational : emerging branding strategies in culturally diverse societies. / Kipnis, Eva; Broderick, Amanda J.; Demangeot, Catherine.

2011. Paper presented at European Marketing Academy Conference, Ljubiana, Slovenia.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Multicultural, not multinational

T2 - emerging branding strategies in culturally diverse societies

AU - Kipnis, Eva

AU - Broderick, Amanda J.

AU - Demangeot, Catherine

PY - 2011/5

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N2 - 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.

AB - 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.

KW - cross-cultural marketing

KW - multi-cultural consumers

KW - cultural branding

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M3 - Paper

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Kipnis E, Broderick AJ, Demangeot C. Multicultural, not multinational: emerging branding strategies in culturally diverse societies. 2011. Paper presented at European Marketing Academy Conference, Ljubiana, Slovenia.