Choosing Products and Brand Signatures to Build Cultural Equity

Carlos J. Torelli () and Maria A. Rodas ()
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Carlos J. Torelli: University of Illinois Urbana-Champaign
Maria A. Rodas: University of Illinois Urbana-Champaign

Chapter Chapter 10 in Globally-Minded Marketing, 2024, pp 133-138 from Springer

Abstract: Abstract The brand’s cultural positioning provides the global marketer with a blueprint for choosing the right products/services and brand signature elements (name, logo, and other identifying symbols) that will support it. Choosing culturally symbolic, or iconic, products for penetrating a foreign market not only reinforces a cultural positioning, but also constitutes an effective strategy to build enduring connections with foreign consumers. Brands can also reinforce a cultural positioning by using names, logos, signatures, and other identifying symbols (e.g., web URLs, characters, slogans, jingles, packaging, and signage) that have cultural relevance.

Keywords: Products; Brand names; Logos; Brand signatures; Slogans; Jingles (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50812-7_10

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DOI: 10.1007/978-3-031-50812-7_10

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