Culture and Brands

Culture is a "peoples' way of life". In South Africa, the mere mention of the concept of culture has the potential of making people apprehensive and overly protective of their languages, the foods they eat, the clothes they wear, the groups they would like to associate with, the way they would like to be perceived by others, the way they would prefer to be treated when they interact with others, and the way they would like to live their lives. Looking at culture and all its manifestations, it is important to make a concerted effort to remove racial and tribal classifications: the purpose of marketing and advertising should not necessarily equate to race and tribal affiliations. It is highly probable that a country like South Africa, with inhabitants that speak various languages, are part of diverse racial groups and cultures, might have people sharing similar cultural behaviours in the ways they use brands and how those brands impact on their lives....