Brand Identity and Ethno marketing
DOI:
https://doi.org/10.33595/2226-1478.15.2.1094Keywords:
ethno marketing, brand attributes, brand identityAbstract
Having a consistent and specific brand identity promotes differentiation in the market and the establishment of an emotional bond with the consumer. It is essential that the brand identity be authentic and coherent. In this sense, culture is associated with the symbolism that the consumer attributes to the brand, which is why there is a need to delve into the cultural practices of market segments to connect the identity of brands with their customs, history, and traditions. The objective of this research was to identify the self-recognition attributes of the Afro-Colombian community to determine which ones should be implemented by brands impacting this market segment. The methodology focused on a mixed study that allowed, in its qualitative and quantitative phases, to identify the unique structure of the attributes and traits referred to by members of the Afro-Colombian community. The main finding is that three traits were identified that strengthen the Afro-descendant brand: authenticity, history, and enthusiasm, which, when taken into account by brands of the ethnicity, would have greater acceptance among the community. It is concluded that articulating ethnic identity with brand identity can change the relationship between the consumer and the brand, strengthening its connection and increasing its willingness to purchase the product.
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