Brand identity and culture interaction in the Indian context: a grounded approach

• Published in: Journal of advances in management research 2022-01, Vol.19 (1), p.31-54
• Main Authors: Sharma, Arbuda, Patro, Sanjay, Chaudhry, Harish
• Format: Article
• Language: English
• Subjects: Brand identification; Communication; Consumers; Consumption; Culture; Expenditures; Marketing; Personality; Society; Values
• ISSN: 0972-7981; 2049-3207
• DOI: 10.1108/JAMR-12-2020-0361

PurposeThe purpose of this study is to explore how elements of culture and cultural cues such as customs, values and norms interact with the brand identity. A qualitative research has been done to understand which cultural aspect is important for which aspect of brand identity. The results would be useful for designing the product.Design/methodology/approachThis research focuses on exploring and validating the interaction between the factors of brand identity and various dimensions of culture. Multiple frameworks of brand identity and culture have been reviewed, factors have been identified and the interaction between the factors of brand identity and elements of culture has been established in the Indian context. Grounded theory approach has been exercised here as a holistic inductive research technique for identifying the interaction between factors of brand identity and elements of culture. This paper has explored inter-relationship between strategies adopted by managers in creation of brand identity and its consequential perception.FindingsFollowing interaction has been found between the brand identity factors and cultural aspects – product shape, product size and packaging size – were found to interact with individualism vs collectivism, brand image, overall brand presentation, distribution, perception and quality were found to be strongly associated with power distance. Similarly associations were found between country of origin and belief, quality, product differentiation, frame of reference, points of parity and uncertainty avoidance, between Brand Ambassador – Person/ Icon and 9; Beliefs, between Fit with environment and self, Brand customer relationship and long term vs short term orientation, between Enhanced Self Perception and Masculinity vs Femininity, between Brand heritage, packaging colors and images and Customs and Symbols.Research limitations/implicationsThe outcomes of our research show that customization is an indispensable principle to be followed in the global markets and elements of culture and cultural indications such as customs, values and collective norms are integral in driving the branding strategies.Practical implicationsThe outcomes of the study lay emphasis on the parallel groundwork that the managers must make for their strategies, so that, the company centric variables of brand identity are well in sync with the socio cultural indicators of the region they are serving.Originality/valueUnlike previous researches, this work