DESIGN STRATEGY AND CULTURAL BRANDING: KEY TO SUSTAINABLE INNOVATION

Jie Min, Shanghai Institute of Visual Art, China, and Shanghai Theatre Academy, China
Peng Chan, California State University-Fullerton, U.S.A.

Published in

JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 19, Issue 3, p103-112, October 2019

ABSTRACT

This paper presents a new model of Design Strategy that incorporates cultural elements into branding and brand development. The model is based on integrating a society’s cultural idiosyncrasies into the development of design strategy. The model emphasizes two key principles of “cultural branding”; first, the need to integrate culture into the brand, and, second, the need to ensure that the customer emotionally or spiritually connects with the cultural elements or features of the brand. We proffer this model as a driving force for enterprise innovation and value creation in the global economy.

Keywords

Design Strategy; Branding Innovation; Culture; Sustainability


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