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Omnicultural branding

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Fernanda Muniz
  • Francisco Guzmán
  • Ram Krishnan

Abstract

Drawing on the current literature, interviews conducted with key decision-makers in global marketing departments, and additional consumer data collected in the United States, this chapter explores the changes that the marketplace and the new generations are bringing to the branding landscape, and presents Omnicultural Branding as an approach to most effectively accommodate multiple cultures and appeal to younger consumers. In our currently fractured world, which desperately needs healing and unity, omniculturalism as a policy is a good starting point for this pursuit given that it, in essence, focuses on what is alike amongst us and thus helps people build tolerance and acceptance of others.

Suggested Citation

  • Fernanda Muniz & Francisco Guzmán & Ram Krishnan, 2022. "Omnicultural branding," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 5, pages 57-75, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_5
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