Student questions
1 Describe the oppositional concerns of the cultural approach.
2 Explain the difference between an identity brand and a brand icon.
3 What is the consumer perspective in the cultural approach?
4 What makes the application of methods to the cultural approach stand out?
5 What does it tell you that the (RED) initiative was first presented at the World
Economic Forum in Davos?
6 Describe the benefits (RED) obtain by collaborating with iconic brands.
7 Describe the benefits the iconic supporting partners (Apple, Converse, etc.)
obtained by joining (RED).
8 How does (RED) tap into corporate social responsibility?
9 What would be your arguments if you were to describe (RED) as a citizen-
artist brand?
References and further reading
Key readings are in bold type.
Alden, D. L., Steenkamp, J-B. E. M. and Batra, R. (1999) ‘Brand positioning through
advertising in Asia, North America, and Europe: the role of global consumer culture’,
Journal of Marketing, 63 (January): 75–87
Allen, C. T., Fournier, S. and Miller, F. (2006) ‘Brands and their meaning makers’, in C. P.
Haugtvedt, P. M. Herr and F. R. Kardes (eds) Handbook of Consumer Psychology,
Mahwah NJ: Lawrence Erlbaum Associates
Arnould, E. J. and Thompson, C. J. (2005) ‘Consumer culture theory (CCT): twenty years
of research’, Journal of Consumer Research, 31 (March): 868–82
Askegaard, S. (2006) ‘Brands as a global ideoscape’, in J. E. Schroeder and M. Salzer-
Morling (eds), Brand Culture, London: Routledge
Frank, T. (1997) The Conquest of Cool: Business Culture, Counterculture, and the Rise of
Hip Consumerism, Chicago: University of Chicago Press
Garsten, C. and Hasselström, A. (2004) ‘Homo mercansand the fashioning of markets’, in
C. Garsten and M. L. de Montoya (eds), Market Matters: Exploring Cultural Processes
in the Global Marketplace, New York: Palgrave Macmillan
Gay, P. du, Hall, S., Janes, L., Mackay, H. and Negus, K. (1997) Doing Cultural Studies: the
Story of the Sony Walkman, London: Sage Publications
Hackley, C. (2003) Doing Research Projects in Marketing, Management and Consumer
Research, London: Routledge
Much work remains to be done on cultural branding. To develop this area,
the discipline of marketing must embrace theories and methods that it has
for decades pushed to the margins, rather than continue to insist against all
evidence that its favoured psychological assumptions are universally appli-
cable to resolve all important branding questions.240 Seven brand approaches