Ethnoconsumerism and cultural branding: designing “Nano” car

Abstract

Purpose The purpose of this research is to explore the cultural and branding issues that have gone into the design and development of Nano – a brand name for an Indian automobile – which is a low‐priced passenger vehicle targeted toward the middle‐class Indian consumer in urban settings. Design/methodology/approach The paper provides a cultural framework for the brand initiative and its execution. Specifically, the paper uses an ethnoconsumerism approach to the issue of cultural branding. Findings The Nano car was conceived and executed under two narratives: an economical and affordable vehicle, and a brand appeal that would satisfy Indian cultural sensibilities. Research limitations/implications Cultural branding is becoming a popular approach in product positioning. This research shows that an ethnoconsumerist framework is ideally suited for examining cultural branding issues. Originality/value With the emergence of global markets, new methodologies have to be employed in studying cultural issues pertaining to local conditions. Toward this end, the paper provides an application of the ethnoconsumerism approach for studying branding phenomena.

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