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2024 | OriginalPaper | Chapter

Postcolonial Branding—From the Subcontinent. For All

Authors : Anuja Pradhan, Søren Askegaard

Published in: Postcolonial Marketing Communication

Publisher: Springer Nature Singapore

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Abstract

We bridge ideas from brand myth-making and postcolonial theory to conceptualise ‘postcolonial branding’. Based on an analysis of the marketing communications of Subko—an Indian speciality coffee roaster, our findings show how brands may mobilise postcolonial discourses and symbols of utopian inclusivity to construct a successful brand (multi)universe.

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previous chapter Postcolonial Marketing Communication: An Indian Perspective
next chapter Subaltern Agencies, Marketing Communications, and Counter Discourses in the Postcolony
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Metadata
Title
Postcolonial Branding—From the Subcontinent. For All
Authors
Anuja Pradhan
Søren Askegaard
Copyright Year
2024
Publisher
Springer Nature Singapore
Book
Postcolonial Marketing Communication

Print ISBN: 978-981-9702-84-8

Electronic ISBN: 978-981-9702-85-5

Copyright Year: 2024

DOI
https://doi.org/10.1007/978-981-97-0285-5_6