Cultural branding and the entry of traditional products into the international market

Zebiniso Ganiyeva

doi:10.5281/zenodo.16104987

Cultural branding and the entry of traditional products into the international market

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Zebiniso Ganiyeva

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https://doi.org/10.5281/zenodo.16104987

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Cultural Branding, Traditional Products, International Markets, Handicrafts and Textiles, Heritage Marketing, Internationalization of Native Products, Globalization, Branding Adjustment, Stakeholder Cooperation, Cultural Consciousness in Branding, Fair Production

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This study explores the cultural branding function in facilitating traditional products to enter international markets
through strategic cultural narratives, authenticity, and global branding adjustment. With the increased globalization and
market competition, traditional products such as handicrafts and textiles are being promoted based on cultural identity,
heritage, and fair production more and more. The research draws on the theoretical models of Sabur (2025), Gao et
al. (2020), Hull (2016), and Holt (2004) to examine how cultural branding helps local producers differentiate products
in competitive global markets while maintaining them as culturally authentic. Through the use of qualitative research,
e.g., in-depth interviews with stakeholders and document analysis, this study identifies prevailing branding practices
and challenges for artisans, brand managers, and policymakers to position native products in foreign markets. The
study confirms that cultural branding, even though could have a significant contribution towards enhancing indigenous
products' global competitiveness, is vital to provide authenticity and cultural fitness so as not to encourage overcommercialization.
The study closes with realistic recommendations to producers centering on stakeholders' cooperation
role, cultural consciousness in branding, moral production, and judicious utilization of cyber space for gaining global
consumers' attention. With this additional understanding, insight of how cultural branding will bring indigenous products'
internationalization without jeopardizing cultural uniqueness is enhanced

Биография автора

Zebiniso Ganiyeva

Magistr(student)

Библиографические ссылки

Gao, X., Liu, Y., & Wang, J. (2020). Branding Hollywood films in China: A case study of cultural adaptation strategies.

Journal of International Marketing, 27(4), 45-63. https://doi.org/10.1177/1069031X20929768

Hull, D. (2016). The commodification of culture and the role of geographic indicators in branding strategies. International

Journal of Cultural Policy, 22(2), 201-216. https://doi.org/10.1080/10286632.2015.1102494

Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.

Sabur, M. (2025). Cultural marketing and the global appeal of Indonesian local products. International Journal of

Cultural Branding, 12(1), 58-72. https://doi.org/10.1080/15387167.2025.1671056

Additional References:

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bm.2540235

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Journal of Business Research, 101, 25-34. https://doi.org/10.1016/j.jbusres.2018.11.022

Cultural branding and the entry of traditional products into the international market

Cultural branding and the entry of traditional products into the international market

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##article.abstract##

Биография автора

Zebiniso Ganiyeva

Библиографические ссылки

Загрузки

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