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Choosing Products and Brand Signatures to Build Cultural Equity

In: Globally-Minded Marketing

Author

Listed:
  • Carlos J. Torelli

    (University of Illinois Urbana-Champaign)

  • Maria A. Rodas

    (University of Illinois Urbana-Champaign)

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.

Suggested Citation

  • Carlos J. Torelli & Maria A. Rodas, 2024. "Choosing Products and Brand Signatures to Build Cultural Equity," Springer Books, in: Globally-Minded Marketing, chapter 0, pages 133-138, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-50812-7_10
    DOI: 10.1007/978-3-031-50812-7_10
    as

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