ABSTRACT
The identity approach is concerned with cultural aspects of branding. In the identity approach, culture is defined as culture at a micro-level – specifically organizational culture. The cultural approach focuses on culture in a macro perspective, applying findings from the culture surrounding us all to branding practices. The brand is a storyteller, endowed with cultural meaning and an important factor in the intricate web of cultural meanings used in the collective identity projects of consumers. The brand is subjected to social and cultural changes and thereby influenced by changes completely outside the brand manager’s control. The perspective of the cultural approach embeds brand consumption in a macro-level cultural context and it is linked to the tradition of cultural studies. Viewing consumption through the cultural lens means that all aspects of consumption experiences are analyzed in their respective cultural context. The approach focuses on what brands do to culture and what culture can do to brands.
