Ramadan during coronavirus: Will cultural branding work now? : Article by Professor Anirban Chaudhuri

One of the key aspects of managing brands in a world that is multicultural is the emphasis on cultural branding. Identifying cultural opportunities in society and integrating that with the brand narrative has been practiced by businesses and brands to uphold their relevance in consumer’s life.  Joining in celebrations hence have become ‘must do’ in the marketing calendar of savvy practitioners.

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