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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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Mining the Multicultural Brandscape

Mining the Multicultural Brandscape

(p.125) 5 Mining the Multicultural Brandscape
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter shows how discourse theory can be used to manage brands in a multicultural context with ethnic subcultures where a common language such as English is used. Multicultural brand strategy relies on semiotics to “translate” brand values from one cultural context to another. The chapter explains the theory of cross-cultural consumption, showing how ethnic consumers change mass consumer culture to fit their own worldview. As an example, the makers of the Ford F-150 truck redesigned it and produced a different advertisement that appealed to African-American drivers. The product was “re-positioned” by employing African-American language and symbols without changing the essential brand message. This kind of approach can extend the primary brand to accommodate smaller and more defined ethnic markets.

Keywords:   Multicultural brand strategy, cross-cultural consumption, mass consumer culture, Ford F-150 truck

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