Postcolonial Branding—From the Subcontinent. For All

Anuja Pradhan () and Søren Askegaard ()
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Anuja Pradhan: University of Southern Denmark
Søren Askegaard: University of Southern Denmark

A chapter in Postcolonial Marketing Communication, 2024, pp 63-81 from Springer

Abstract: Abstract We bridge ideas from brand myth-making and postcolonial theory to conceptualise ‘postcolonial branding’. Based on an analysis of the marketing communications of Subko—an Indian speciality coffee roaster, our findings show how brands may mobilise postcolonial discourses and symbols of utopian inclusivity to construct a successful brand (multi)universe.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-0285-5_6

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DOI: 10.1007/978-981-97-0285-5_6

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