cultural branding needs ethnographic research

Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish. You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities. … Continued

it’s complicated

Elliot, R. & Kritsadarat, W. (1998), Brands as Symbolic Resources for The Construction of Identity, International Journal of Advertising, vol. 17 February, 131-144