Page 1 of 7
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
Available online:https://ejbss.org/ P a g e | 1110
Building Brands On Culture And Values: An Evaluative Approach Ofindian Iconic
Brands
Satish Kumar.R
Asst Professor, School of Management Studies,
Maharajah’s Post Graduate College, Vizianagaram 535002, AP (India)
Abstract
A culture and brand genealogy is an introversive relation to build Iconic brands. It resonates
with identity myths through powerful symbolism resulting from acute social change in
consumer. TATA Group, Dabur India, Britannia, Godrej&Boyce, and ITC Ltd valued by
customers more for what they symbolize as a cultural icons. In cultural brandingicons can't be
built through conventional branding strategies. Instead, it is a deeper cultural perspective on
traditional marketing themes like targeting, positioning, brand equity, and brand loyalty.
Until now, even the most successful iconic brands have emerged more by intuition and
serendipity than by design.This evaluative studyreferred with five Iconic brands distinctive
cultural branding core values,sustainability and it influence on Indian consumer. The research
was carried with the questionnaire administered to 210 respondents, 160 responses were
collected and collated for further analysis and discussion. The findings revealed
theculturaldimension on brand is an assertive forceto guide the native iconic brands to go
global.The research work will assists the organizations to understand the importance of
culture in brand establishment and creating brand identity attarget market.
Keywords: Cultural branding, Iconic brands, Brand identity,Target Market, Brand
sustainability
1. Introduction
The brand is a cultural artifact moving through history (Holt 2004).It is a story teller endowed
with cultural meanings used in collective identity projects of consumers. In a usualsense, the
brand is a vessel of meaning and myth making, successful only if it resonates with
consumers. Branding is a process of consciousbuilding.Where asthe consumer of the cultural
approach is embedded in and influenced by the surrounding culture, the cultural brand
perspective assumes that it is the collective brand meaning creation that is important and
relevant to the consumer (Askegaard 2006).
Culture is a cognitive edge, entangledwith consumer intellect, belief, art, morals, laws and
customs and traditions. It is an integrative part of branding, plays a major role in influencing
consumer and captivating them to pursue to follow aparticular brand. In Indian subcontinent
culture is diversified. Since, this is the very basis of the identity or origin of an individual,
and is deep rooted in the lifestyle of consumer which is very evident in the food habits, the
fashion, morals or beliefs hence it gets crucial in terms of sentimental values. It is therefore
imperative for an organization to mold themselves with the influence of the place in order to
strengthen their underlying base on which they want to build the pyramid of the brand.
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European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 05
May 2019
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Most of the organizationsfollow the tried and tested method while expanding themselves
beyond their home region. However, apresumption of sellingthe brand just bythe pedigree
orgenuinity isnot enough. An organization should make an attempt to understand the
target audience, analyze the needs, consider the feedbacks and shortcomings in the available
products to set its foot right and minimize the risks. The cultural blending hence comes as
amitigation pointeras itdeals withthe ethnicityand ethicality of people residing there. The
biggest example is the evolution of Indian brands in terms globalization. Many international
brands attuned themselves to the cultural blends to firm their grip in the era of cut throat
competition in both rural and urban areas. Thispaper intent to referthe few,age old young
Indian brands which touched the hearts of millions of Indian consumers post making market
adjustments and merging culture stint in the same to become Iconic stature.
The core values of different brands have been analyzed critically to see how meticulously
they worked upon to make their brand a major success with Indian culture to become iconic
to reach global.
2. Literature Review & Theoretical Background
The cluster of literature dealing with this dual cultural perspective on brandmanagement
merged around the millennium. A dialectical theory of consumer culture and branding’ by
Holt(2002) relates to bothsides of the cultural brand perspective, and even proposes a future
brand scenariobased on the tensions in the cultural approach. The opposing viewpoints and
theglimpse towards the future will be reviewed as theoretical building blocks of thecultural
approach.
The controversies and popularity regarding most of the brand as cited by brand theorist
(Keller 2004) is that consumers believe that they own the brand and as a result consumer look
for self-identification with brands. In many cases consumer develop emotional attachment
with brands (Fournier 1998).Brand is personification of the product what it does, how well it
does, who did itand how it feel after having doing the same. To target consumers sufficient
knowledge about the culture, behaviour, and lifestyle are the key ingredients for the
marketers. They need to understand these concepts and adapt the same to generate business in
the targetmarket. The initial complexity lies in understanding the culture and the role of
the same in marketing and utilization(McCort and Malhotra,1993). They also stated that
culture of a placesignifies knowledge, belief, customs, morals and habits acquired by the
individuals. The cultural framework of Hofstede (1980) was built on the foundation that
people from different cultures have different attitudes, beliefs, morals, and customs.
There have been numerous studies that categorize core values across societies and those
values that exist between societies as a result of local cultural differences (Burton,2009).The
review of marketing literatures recommends that the cultural value of any individual
consumers plays crucial roles in determining the reaction of consumers towards brands
(Soares et al., 2007). Understanding value system of a particular society enables the
marketers to persuade their consumers. This can be achieved by tailoring product attributes as
per consumer needs (Parasuraman 1997; Woodruff 1997).
3. Core theme: how brands become icons
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European Journal of Business &
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Available at https://ejbss.org/
ISSN: 2235-767X
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May 2019
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The theory of cultural branding is the core theme of thecultural approach (Holt 2004).It is
conceptualized with the strategic principles behind how to create and manage a brand and
alter it intoan icon. Cultural branding is all about what culture can do for brand value
creation.How Brands Become Iconsis a thorough inquiry into the creation ofthe inspired and
talented brand communication behind the iconic brands. The point of departure is the same as
McCracken’s in the sense that brands and/or products are seen as endowed with cultural
meaning, but Holt’s theory is moreprecise and demanding. He pinpoints the need for
addressing certain powerfulcultural issues and contradictions before one is able to create
myths that are sopowerful and resonant that the brand becomes iconic.
An Iconic brand identity is with the values ofculture. It is derives from the brand’s
contributions to the self-expression of theconsumer. It is an exemplary symbol resonates with
the movement of time. The most general concerns of the time horizon are addressed with
most skilful way.
4. Research Objectives
In India brands weresensed with the cultural identity. Most of the reputed organizations
framed their core values with the respect of culture what they believe in. Their existence is
built on value system. Further to understand the linkage of culture, value, iconic brands
relation 100 years age old brandsTATA Group, Dabur India, Britannia, Godrej&Boyce, and
ITC Ltd were referred. For an empirical insight two objectives areobtained (a) to know the
culture and value communalities role on establishment of brand(b) to identify the underlying
factorsthat influence on consumer brand decision.
For the evaluative approach following hypothesis are assumed:
H1. Organization core values have a significant relationship with cultural values
H2.Cultural values have significant influence on consumers to provea brand in target market
for lifetime.
Table 1: Referred Brands for the study
Brand Year Portfolio
of Brands
Global
Presence
Core Values
TATA 1868 66 100 Countries Intigrity,Excellence,Unity,
Responsibilities, Pioneering
Dabur 1884 34 US,UK,
Middle east
Ownership, Passion for winning, People
development. Consumer focus, Team work,
Innovation
Britannia 1892 24 North America
UAE,Europe,
Southeast Asia
Culture of Integrity, Excellence, Respect,
Teamwork and Trust.
Godrej
&Boyce
1897 24 Asia,Africa,
LatinAmerica
Integrity, trust, service and respect for individuals
and for the environment
ITC 1910 27 US and
Middle east
Trusteeship, Customer focus, Respect for People,
Excellence, Innovation, Nation Orientation
Source: Secondary Research
5. Methodology
