Communications 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 11 in Globally-Minded Marketing, 2024, pp 139-147 from Springer

Abstract: Abstract A communication strategy for building cultural equity focuses on informing consumers about the brand associations and the cultural insights that support the brand’s distinctive cultural positioning. Advertising is often the central action for fulfilling communication objectives, but other actions such as publicity, event marketing, and personal selling are also important for communicating a brand’s positioning. There are four broad approaches for communicating a brand’s cultural significance: emphasizing the brand’s country-of-origin connection, creating relevant cultural meanings, leveraging cultural symbols in ads, and through cultural storytelling.

Keywords: Brand communications; Advertising; Cultural storytelling; Publicity; Event marketing; Personal selling (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_11

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DOI: 10.1007/978-3-031-50812-7_11

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