DUARTE GARZÓN , Inmaculada

The Cultural Branding is a theoretical model of brand management. One of its purposes is the challenge of turning a brand into an icon, basing on the culture with the intention of creating brand value. In this paper we conceive the brand as a dynamic cultural symbol, endowed with cultural significance in the collective imagination. From this...

This paper is an approach to the concept of brand community from a storytelling approach. We intend to define and explain the features of brand communities and storytelling as a contribution to traditional approaches to branding.