cultural branding needs ethnographic research
Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish.
You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities. Those kinds of deep and empathic understanding are the basis for Cultural Branding, the set of strategic principles that guide the building of strong identity brands, in which consumers’ emotionally invest and stay faithful to.