Understanding the Significance of Cultural Branding in Brand Theory
This article examines the understanding and significance of cultural branding of Holt, which is evaluated as a bridge between CCT and brand strategies. This task is performed while focusing on problem consciousness, perspective to brands and academic area on which to rely. The model is positioned as...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2020-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/39/4/39_2020.022/_html/-char/en |
| _version_ | 1828162585060442112 |
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| author | Kayoko Honjo |
| author_facet | Kayoko Honjo |
| author_sort | Kayoko Honjo |
| collection | DOAJ |
| description | This article examines the understanding and significance of cultural branding of Holt, which is evaluated as a bridge between CCT and brand strategies. This task is performed while focusing on problem consciousness, perspective to brands and academic area on which to rely. The model is positioned as the interpretivism which deals with transcendent concepts for culture and brand, and its construction process complements traditional positivism and can be considered to provide strategic flexibility and practicality. It is also showed strong brands are more likely to be criticized by communities, so brand is not of the absolute property, but rather the ideal state of the brand that meets the managerial goal, constrained by environment and having a dynamic property. |
| first_indexed | 2024-04-12T00:57:21Z |
| format | Article |
| id | doaj.art-db2a5c052fa448078f905c07ff7c861e |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-12T00:57:21Z |
| publishDate | 2020-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-db2a5c052fa448078f905c07ff7c861e2022-12-22T03:54:35ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692020-03-01394606510.7222/marketing.2020.022marketingUnderstanding the Significance of Cultural Branding in Brand TheoryKayoko Honjo0Toyogakuen UniversityThis article examines the understanding and significance of cultural branding of Holt, which is evaluated as a bridge between CCT and brand strategies. This task is performed while focusing on problem consciousness, perspective to brands and academic area on which to rely. The model is positioned as the interpretivism which deals with transcendent concepts for culture and brand, and its construction process complements traditional positivism and can be considered to provide strategic flexibility and practicality. It is also showed strong brands are more likely to be criticized by communities, so brand is not of the absolute property, but rather the ideal state of the brand that meets the managerial goal, constrained by environment and having a dynamic property.https://www.jstage.jst.go.jp/article/marketing/39/4/39_2020.022/_html/-char/enparadigms of brand theoryinterpretivismicon brandcct (consumer culture theory) |
| spellingShingle | Kayoko Honjo Understanding the Significance of Cultural Branding in Brand Theory Maketingu Janaru paradigms of brand theory interpretivism icon brand cct (consumer culture theory) |
| title | Understanding the Significance of Cultural Branding in Brand Theory |
| title_full | Understanding the Significance of Cultural Branding in Brand Theory |
| title_fullStr | Understanding the Significance of Cultural Branding in Brand Theory |
| title_full_unstemmed | Understanding the Significance of Cultural Branding in Brand Theory |
| title_short | Understanding the Significance of Cultural Branding in Brand Theory |
| title_sort | understanding the significance of cultural branding in brand theory |
| topic | paradigms of brand theory interpretivism icon brand cct (consumer culture theory) |
| url | https://www.jstage.jst.go.jp/article/marketing/39/4/39_2020.022/_html/-char/en |
| work_keys_str_mv | AT kayokohonjo understandingthesignificanceofculturalbrandinginbrandtheory |