ABSTRACT
Understand the assumptions of the cultural approach • The brand is perceived as a cultural artefact and a cultural brand
perspective is hence introduced in brand management
Understand the main theoretical building blocks and how they are
connected • The theory of cultural branding – a study into how brands become icons • The No Logo movement and its resistance to branding • The citizen-artist brand prospect – a viable brand scenario for the future
of cultural branding
Provide insights into the variety of methods used to research cultural
consumption • In order to understand cultural consumption, macro-level analysis is
applied to micro-level data
Understand the managerial implications • The management of an iconic brand requires the ability to think and act
like a cultural activist • The management of all brands requires consideration of corporate
social responsibility
The last approach of this book is called the cultural approach because it is based
on analysis of brands and branding in the light of cultural influences. The
approach emphasizes the cultural forces in society and how these can be used to
build iconic brands as well as the impact of branding practices on the globalized
culture and marketplace.
