Kamal Village in Arjasa District, Jember Regency, East Java, has cultural and historical tourism potential through the Duplang Site, Klanceng Site, Ta' Butaan folk art, and Kadisah traditional ...rituals. This great tourism potential can be developed to promote Kamal Village as a culture-based tourism village. Through a participatory rural appraisal approach involving village-owned businesses, the Tourism Appreciation and Tourism Awareness Group, the Youth Organization of Kamal Village, and collaboration with the Jember Regency Tourism and Culture Office, the community service team assisted in the form of organizational assistance (institutional strengthening), event management training, and strengthening the promotion and branding activities. The results of this community service are expected to strengthen the cultural branding of Kamal Village towards sustainable tourism to realize sustainable and positive economic, social, and environmental impacts for related stakeholders.
•Corporate citizenship challenges the corporate centricity of corporate marketing.•Corporate centricity is challenged when the politized brand enacts citizenship.•Corporations and consumers enact ...corporate citizenship through cultural branding.•Consumers rearticulate corporate cultural discourses and citizenship claims.•Counter discourses are source material for rematerializing corporate citizenship.
This study explores how corporate citizenship challenges the notion of corporate centricity underpinning the corporate marketing discipline. Theoretically, the argument is developed with reference to the concept of corporate citizenship and cultural branding theories. Methodologically, the study applies a discourse analysis to Instagram posts and comments associated with Bodyformuk’s cultural brand campaign #bloodnormal as an illustrative case of corporate citizenship. By focusing on the interplay between the micro-processes of individual consumers’ brand interactions and macro-level cultural discourses, the study shows that a) users hold active agency in rearticulating the corporately conveyed cultural discourses and, hence, claims of corporate citizenship; and b) the brand actively uses these user-driven counter discourses as source material for continuously rematerializing corporate citizenship. The study contributes to the corporate marketing literature by highlighting the challenges of corporate centricity when the brand becomes part of a politized discourse and enacts corporate citizenship.
Abstract
The purpose of our conceptual introduction is to theorize how brands will continue to be relevant in the future marketplace. We identify three themes that emerge in this special issue that ...offer intriguing directions for future exploration and managerial action. The first theme is that because of brands’ pervasiveness, consumers have developed a meta concept of “brands” that shapes how consumers think about the market, themselves, and others. While marketers consider the power of a particular brand as a valued consumer resource, this theme speaks to the power of “brands” as a category. The second theme contributes to a growing conversation highlighting consumer agency in relation to brands. Consumers manage their relationships with brands; selectively draw on media to create their own brand narratives; and can even upend the “rules” of brand management. The final theme is that brand owners must balance continuity and change, recognizing that brand contestation and cultural change are both inevitable. Brands need to actively consider the sometimes polarized, contesting and agentic voices of consumers and other actors, finding ways to positively influence firm and societal outcomes. We hope this special issue spurs continued new research to imagine future complex dynamics of consumers and brands.
Sociocultural brand revitalization Närvänen, Elina; Goulding, Christina
European journal of marketing,
07/2016, Letnik:
50, Številka:
7/8
Journal Article
Recenzirano
Purpose The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than ...their creation. Moreover, the existing literature is dominated by the marketing management paradigm where the company’s role is emphasized. This paper addresses the phenomenon of brand revitalization from a sociocultural perspective and examines the role of consumer collectives in the process. Design/methodology/approach Using a data-driven approach, the study builds on the case of a consumer brand of footwear that has risen to unprecedented popularity without traditional marketing campaigns. Data were generated using an inductive theory building approach utilizing multiple methods, including interviews, participant observation and cultural materials. Findings The paper presents a conceptual model of cultural brand revitalization that has four stages: sleeping brand, spontaneous appropriation, diffusion and convergence. Practical implications Implications for companies in consumer markets are discussed, suggesting ways to facilitate the process of sociocultural brand revitalization. Originality/value The paper contributes to the literature first by offering a sociocultural brand revitalization scenario that highlights the interplay between the actions of consumers and the company, second, by examining the interaction between the symbolic meanings associated with the brand and the practices used by consumers and, third, by offering insights into the relevance of national identity in creating brand meaning.
How Brands Craft National Identity Beverland, Michael B; Eckhardt, Giana M; Sands, Sean ...
The Journal of consumer research,
12/2021, Letnik:
48, Številka:
4
Journal Article
Recenzirano
Odprti dostop
Abstract
Drawing on cultural branding research, we examine how brands can craft national identity. We do so with reference to how brands enabled New Zealand’s displaced Pākehā (white) majority to ...carve out a sense of we-ness against the backdrop of globalization and resurgent indigenous identity claims. Using multiple sources of ethnographic data, we develop a process model of how brands create national identity through we-ness. We find that marketplace actors deployed brands to create and renew perceptions of we-ness through four-stages: reification, lumping, splitting, and horizon expansion. From this, we make three primary contributions to the consumer research literature: we develop a four-part process model of how brands become national identity resources, explore the characteristics of the brands that enable the emergence of and evolution of we-ness, and explore how our processes can address a sense of dispossession among displaced-majorities in similarly defined contexts.
How are brands navigating the tension of being cultural and market players in woke times? What are the futures of brand activism and how can brands and social media contribute to create ...conversational spaces for dialogue and social change? Brand activism resonates of the struggle that brands undertake to be perceived by consumers as committed cultural authority. This led several brands to fall into woke washing allegations and contestations in social media. Our study dives deep into a successful but highly contested Italian media brand that was launched as a cultural resource for the feminist cause but suffered from strong consumers' critique. Findings reveal how emerging contestation and polarization generated by brand activism in social media are the result of the unresolved tension of the brand being a cultural and a market player. This tension produces a spiral of mismatches between brand conduct and consumer perceptions when the commercial goals of the brand as market player prevail over the cultural value of material and immaterial resources provided by the brand as cultural player. Our study discusses how brands can navigate this tension and leverage on social media to realize wiser digital techno-futures in postnormal times.
•Brand activism reflects a tension of the brand as cultural and market player.•Social media amplifies consumers’ critique and polarizations on woke washing.•Netnography provides a deep cultural understanding of contentious brand activism.•Brand activism in social media has evolved into branded activism.•Branded activism embraces the uncertainty and chaos of postnormal times.
The 21st Century has seen the emergence and subsequent crisis of the Creative City paradigm in which the broad scope of culture and heritage for urban branding has been shown. Valencia's case has ...been paradigmatic in showing the potential and negative effects of this strategy, which entered into crisis and constituted one of the critical elements of the strategy of the Conservative local government (1991–2015). With the change of government to a left coalition in 2015, the transformation of a policy based on ‘white elephants’ shifted to one based on the production of International Events and centres to boost the city's strengths within the international framework. Although great events and infrastructures were ditched for a more participatory, sustainable approach, international bodies such as UNESCO consider the city still adopts a ‘Creative City’ strategy. In the new neo-Creative City paradigm, the development strategy focuses on creating value from the bottom up, drawing on the material heritage and the creative fabric to this end. The strategy remains focused on promoting the city as an international brand, on the self-promotion of the local government as a tool of legitimacy, and top-down governance.
•The creative city paradigm developed at the end of the 20th century, has been repeatedly criticized for its negative effects on local governance, the local creative sectors and its lack of sustainability in the medium and long term.•These criticisms, together with the world crisis of 2018 and its political impact in Spain, have led to the emergence of new cultural policy orientations, especially in the governments that emerged in the heat of the “indignados” in Spain.•In Valencia this new orientation of the cultural policy, although it is oriented more towards promoting local cultural resources (and not imported global events) as is the case of Valencia City Music and the World Design Capital.•Despite the desire for a more culturally inclusive orientation of the new governments and the fact that these events are based on the discourse of social participation, their development is ultimately directed mostly to urban branding.•Those changes correspond more to a mutation of the model of the Creative City than to a rupture: with this we are witnessing the emergence of a paradigm of the neo-creative City.
This article addresses the question as to why such a much loved and iconic Australian animal—the koala—has long been headed on a trajectory of extinction; primarily due to a lack of public concern ...and political will. Despite the affectionate regard in which they are held, koalas remain out of sight and out of mind for most Australians. However, the widely publicized catastrophic Australian bushfire season of 2019–2020 is a rare and illuminating case in which public support for koala welfare was stimulated by significant national and international media attention. The primary problem facing koala conservation was thrown into sharp relief—the need to proactively protect them from human activities destroying their habitat. This article explores how a marketer‐lead intervention, employing cultural branding, story‐telling, and personification, could potentially motivate the public to apply pressure at all levels of government to proactively protect the koala's habitat and grow their numbers. This solution is grounded in an awareness of several issues likely to impact its success, including: (1) the koala's biology and behavior, (2) uncertainty around koala population numbers, (3) the emergence of the koala as an (inter)national) icon, (4) the Australian 2019–2020 bushfire emergency, (5) postfire complacency, (6) Lewis and other koala stories, (7) acknowledging competing interests, and (8) taking learnings forward. Finally, the proposed campaign centers on forging emotional links between the koala and consumers, which are likely to positively impact consumers' attitudes, information processing and memory functions associated with messages highlighting the need to preserve the koala's habitat.
The cultural aspects of brands, as well as their consideration as symbols in consumer cultures, are relevant elements of contemporary branding. This research relies on cultural branding as a ...theoretical framework that explains the role of brands as vessels of ideology. Such a role relates to the fact that brands can simultaneously reflect and smooth societal tensions – that is, the mechanics that turn brands into icons according to the theory of “iconic brands.” This article focuses on the Spanish fashion company Piel de Toro (“Bull Skin”) to illustrate the ideological role of brands, as well as the identity myths they convey to meet consumers’ anxieties. To study the way this brand formulated a patriotic identity myth in the context of the Catalonian separatist movement, Piel de Toro’s “Proudly Spanish” 2017 campaign is analyzed by putting together the brand genealogy method and different data sources. Results shed light on the scope and limits of the brand’s iconic status, and indicate the role of commercial brands as political–ideological actors in contemporary Spanish culture.
La proyección de imagen empresarial se destaca como un activo fundamental en la estrategia de comunicación. La identidad visual y la incorporación de iconografía ancestral emergen como recursos ...poderosos para transmitir la historia, tradición y el orgullo de un país. Esta combinación puede convertir a las marcas en íconos competitivos en el mercado internacional. Este artículo explora la relación entre la identidad visual y la iconografía ancestral en las marcas de moda ecuatoriana, analizando cómo fortalecen la identidad cultural y la competitividad global. Realizamos una exhaustiva revisión bibliográfica centrada en la identidad visual, el branding cultural y sus influencias. Además, analizamos casos de marcas de moda ecuatoriana que destacan por promover la identidad cultural a través de iconografía ancestral. La identidad visual es un activo estratégico para las empresas. La forma en que una marca se presenta visualmente impacta en la percepción de los consumidores y su éxito en el mercado. Las marcas que incorporan iconografía ancestral conectan con la historia y cultura de su país, fortaleciendo su identidad y generando orgullo tanto local como internacional. Los casos estudiados revelan marcas de moda ecuatoriana que triunfan en el mercado global gracias a la iconografía ancestral. Estas marcas demuestran que la conexión con la cultura es clave para el éxito internacional. En resumen, este análisis destaca la importancia de la identidad visual y la iconografía ancestral en las marcas de moda ecuatoriana. Las marcas que abrazan su herencia cultural no solo se diferencian en un mercado competitivo, sino que también transmiten respeto y aprecio por sus raíces y la historia de Ecuador. Estos resultados respaldan la idea de que la identidad visual y elementos culturales son herramientas poderosas para competir en el mercado internacional y conectar emocionalmente con los consumidores.
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