Abstract
In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies. Hence, it is important that the management of brands is approached strategically. However, the lack of an effective dialogue between functions that are disparate in philosophy and do not have a common and compatible use of terminology may be a barrier to strategic management within organizations. No more is this evident than between the functions of marketing and accounting. This article presents the relationships between the culture and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the socio cultural marketing of the brands. A model for the management of brand cultural approach is also offered. The following discussion focuses on the concepts of cultural brand management and added value as they relate to the brand construct itself.
