Brand Cultures: Between Identity and Image

Abstract

This paper will try to analyze the role played by branding communication in the “education” of the masses, on social
responsibility and at a level of micro cultural trends. The main purpose of this paper is to analyze the formation of symbolic meaning in
brand to consumer communication starting from the concepts of brand identity and brand image. We advance the hypothesis that the
meaning of brand communication depends to a large extent on the “culture” developed by a mark’s symbolic functions.