the influence of cultural marketing on brand positioning: A study strategic use culture in communications market

As individuals are exposed to an ever-increasing number of stimuli, organisations are being forced to rethink their communication strategies with their target audiences. Against this backdrop, brands represent a major opportunity for differentiation. In other words, companies that are able to forge emotional connections by creating consistent brands that align with their audience's expectations will be one step ahead in this emerging market. In this context, we see the decline of traditional media due to barriers imposed by consumers themselves, and consequently the need to utilise alternative media capable of capturing attention and communicating in an increasingly targeted manner. This is where the great potential of Cultural Marketing lies. When it is able to intertwine the values of a cultural product with those of a brand, meeting the aspirations of a specific audience in a distinctive way, Cultural Marketing presents itself as an effective alternative capable of exerting a fundamental influence on the process of building and positioning brands and organisations.