Researchers have been working hard on the Brand, Consumption & Culture aspects of the products consumers consume. The landscape of branding is not limited to the name Logo, or even the image, but has far extended within the fibers of each singular aspect of Brand identity. Due to the various traditions and social aspects of culture, the field of marketing is expanding now towards culture where consumption is considered as a social & cultural activity, and it is no more a linear function. The cultural paradigm holds of vital importance to understand the Brand Consumption Culture.

The workshop was organized by Ms Arbuda Sharma. Arbuda is a researcher and consultant in the area of Brand Consumption Culture, at XLRI Jamshedpur. Presently attempting to develop a framework of Brand Consumption Culture. The workshop focussed on the impact of culture on branding. The session explored various case studies on Kellog’s in India, MTV in India, Citibank. Further, topics such as input elements comprising of brand identity, brand persona, brand communication, Hofstede’s cultural dimensions were discussed. 

The workshop witnessed participation from Industry and Academicia. It has been a platform to share experiences on the topic.