10 The cultural approach
with a commentary by L’Oréal Professor of Marketing, Douglas B. Holt, Saïd
Business School, Oxford University
Learning objectives
The purpose of this chapter is to:
Understand the assumptions of the cultural approach- The brand is perceived as a cultural artefact and a cultural brand
perspective is hence introduced in brand management
Understand the main theoretical building blocks and how they are
connected - The theory of cultural branding – a study into how brands become icons
- The No Logo movement and its resistance to branding
- The citizen-artist brand prospect – a viable brand scenario for the future
of cultural branding
Provide insights into the variety of methods used to research cultural
consumption - In order to understand cultural consumption, macro-level analysis is
applied to micro-level data
Understand the managerial implications - The management of an iconic brand requires the ability to think and act
like a cultural activist - The management of all brands requires consideration of corporate
social responsibility