Cultural branding and the entry of traditional products into the international market

Zebiniso Ganiyeva

GREEN ECONOMY AND DEVELOPMENT, 2025, vol. 3, issue 7

Abstract: This study explores the cultural branding function in facilitating traditional products to enter international marketsthrough strategic cultural narratives, authenticity, and global branding adjustment. With the increased globalization andmarket competition, traditional products such as handicrafts and textiles are being promoted based on cultural identity,heritage, and fair production more and more. The research draws on the theoretical models of Sabur (2025), Gao etal. (2020), Hull (2016), and Holt (2004) to examine how cultural branding helps local producers differentiate productsin competitive global markets while maintaining them as culturally authentic. Through the use of qualitative research,e.g., in-depth interviews with stakeholders and document analysis, this study identifies prevailing branding practicesand challenges for artisans, brand managers, and policymakers to position native products in foreign markets. Thestudy confirms that cultural branding, even though could have a significant contribution towards enhancing indigenousproducts' global competitiveness, is vital to provide authenticity and cultural fitness so as not to encourage overcommercialization.The study closes with realistic recommendations to producers centering on stakeholders' cooperationrole, cultural consciousness in branding, moral production, and judicious utilization of cyber space for gaining globalconsumers' attention. With this additional understanding, insight of how cultural branding will bring indigenous products'internationalization without jeopardizing cultural uniqueness is enhanced

Keywords: Cultural Branding; Traditional Products; International Markets; Handicrafts and Textiles; Heritage Marketing; Internationalization of Native Products; Globalization; Branding Adjustment; Stakeholder Cooperation; Cultural Consciousness in Branding; Fair Production (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:3:y:2025:i:7:id:6356

DOI: 10.5281/zenodo.16104987

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