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Cultural Identity in Business

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This series of branding discussed the role of cultural identity in developing the brand image of a business. Including cultural aspects in the branding strategies, the organizations would find it easier to reach their audiences, develop meaning relationships with consumers. 
Defining Cultural Identity: Cultural identity in business is the identity of a culture in terms of values, traditions, beliefs and social aspects in the form of the company branding, marketing and communication (Hatch & Schultz, 2008). 
It allows the businesses to convey an effective message and to develop a long-term relationship with the consumers. Cultural identity is expressed by companies in terms of logos, colors, images and advertising campaigns. These visual components assist the audiences in constructing their brand image and brand values (Hatch & Schultz, 2008). 
In the international market, the cultural identity assists the business to develop brand images, which appeal to different communities. Through recognition of cultural diversities, firms can cater to many markets, but without being fake. 
Example in Advertising: Cultural identity is used by brands such as Coca-Cola in marketing. Very recognizable bottles and traditional campaigns do not only present the product but also the cultural narrative of the brand which creates emotional attachments to the consumers. 
                                                  
Figure 1: Cultural identity is shown through the Coca-Cola bottle and vintage promotional images (Source: eyeimage, 2015, Retrieved from https://pixabay.com/photos/coca-cola-art-graffiti-atlanta-736967/ 
Strong brand recognition can be achieved through using cultural identity. By considering the way culture is reflected in images and marketing, brands can form valuable interaction and connection with audiences at a global scale. 

Reference: 
Hatch, M. J., & Schultz, M. (2008). Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding. John Wiley & Sons. https://books.google.ca/books?id=J5OiNWAREdAC

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