Cluster 3: Culture, Strategy & Brand Purpose

Researchers from this cluster investigate brands in the interplay of strategic orientation, purpose, cultural meaning framework and international communication culture. The goal is sound, culturally sensitive and strategically oriented brand management that integrates societal expectations, transnational communication and brand value measurement.

Subtopics

Brand strategy & purpose in dynamic contexts (change, positioning, identity, societal expectations, narrative orientation)
Cultural and moral meaning frameworks of brands (myths, cultural codes, transnational communication logics, global advertising and visual cultures)
Brand value, data & economic evaluation (indicators, KPIs, data-based valuation models, brand value and its role in economic and financial decisions)