Branding and the use of cultural signs
The use of strong cultural elements associated to fashion or cultural trends within certain targets has been a common approach used with success by many brands. Cultural elements may benefit a brand with identification impact via related concepts like actuality, youth, status, exclusivity and freshness, to name just a few. Such elements may contribute to the better acceptance of a brand and they may also help create a stronger loyalty to the brand when it gets to be considered as part of the culture of a specific social group. Changes generated by this cultural elements have effect not only in the perception customers have of the brand, the brand itself may suffer important changes in its own image and identity. If the use of cultural identity element is not done in a planed, careful and conscious way an important risk can be taken as they may affect profound levels of the brands conception.
There are brands who’s image has transcended decades, generations and cultural-fashion changes. They are well positioned brands that rarely risk their image to win the attention of a specific target population. Example of such brands are Ford, IBM, Colgate, etcetera. There are other brands that where born in the age of constant change and that are always suffering changes in their image like a chameleon because they are always trying to adapt to the every day tendencies. Their challenge is to survive the perpetual change in order to remain within the fashion and vanguard current. Some examples of this type of brands are: Bacardi, Benetton, Nike, etcetera. Brands related to kids and young target population are more likely to feel they need to keep a constant change attitude.
Proyecto Noesis Int 