ABSTRACT
Culture refers to the system of symbols and meanings that give human activities significance. Throughout our lives we are part of many different, often intersecting, cultures, such as national culture, music and literature cultures, lifestyle culture and so forth. These cultures can have a profound influence on the attitudes, beliefs and values that underpin our behaviours. Increasingly, it is recognised that brands too can have a powerful influence on us because of the meanings they incorporate, and the ‘culture’ that evolves around them. According to Jonathan Schroeder, one of the leading experts on the topic, brand culture concerns all the aspects and connotations of brands that have made them an important part of our everyday lives and experiences (Schroeder, 2007).
