Culture as a brand anchor

Abstract

Underpinning marketing efforts in habit and tradition will yield good results Can we think of a world without culture? Why do we greet or nod at people? Why do we have the afternoon tea or coffee? Why do we pray? Why do we feel that the world is becoming more permissive? There are thousands of answers for all these aspects. But the single concept that can answer these questions is what is known as culture – shared meanings that people have in a social context (society).

These are meanings that do not emerge from cold logic: these meanings arise from practices and values handed over from generation to generation and from emerging practices among recent generations. With technology and environment changing dynamically in most parts of the world, culture assumes a special significance with respect to the management of brands – whether the context is US or Japan or India. Read more at: https://www.thehindubusinessline.com/catalyst/culture-as-a-brand-anchor/article8677964.ece