THE CULTURAL PARADIGM IN MARKETING

The paper presents the nature and the underlying principles of the cultural paradigm in marketing, corresponding with the concept of value-based marketing. In management sciences, the postulated paradigm may be considered equivalent to the symbolic-interpretive perspective. The transition to the cultural paradigm is a response to the increased role of cultural factors and trends upon the market. The role of cultural codes is presented in the context of identification and anticipation of consumer expectations, with examples of best practices in building culture associations around products. This approach is manifested in the concept of cultural branding and in the development of communication styles and forms adjusted to the generated cultural construct of the product. Another effective method of approach is the use of brand storytelling, designed to engage emotional response from customers as a way of increasing their brand identification and involvement.