Techniques for measuring the compatibilityof brands and cultural ideas Cover Image

Techniki pomiaru kompatybilności marek i idei kulturowych
Techniques for measuring the compatibilityof brands and cultural ideas

Author(s): Monika Hajdas
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: brand strategy; cultural branding; strategic fit

Summary/Abstract: The article presents the current state of research on strategic fit between a brand and various initiatives connected with it. Numerous studies have shown that high strategic fit positively affects the communication effects associated with a brand. However, there were no research previously conducted on strategic fit between a brand and selected cultural idea. The article presents an outline of the concept of cultural branding and existing literature postulates about how to connect brands and cultural ideas. Despite the evolving concept of cultural branding, there is lack of research methodology to evaluate the degree of strategic fit between brands and cultural ideas. This article is an attempt to fill this gap - it offers test methodology that allows the evaluation of strategic fit and choosing the right cultural idea for a brand.

  • Issue Year: 2014
  • Issue No: 336
  • Page Range: 31-38
  • Page Count: 8
  • Language: Polish