Cultural elements in branding strategies of Ghanaian alcoholic beverage companie an analysis of television advertisements

Abstract

One of the most widely used branding techniques used worldwide is advertising. In television commercials, businesses employ various branding techniques to attract viewers. These techniques include incorporating culturally relevant elements that shape viewers’ opinion of the brand they promote. This study explored how Ghanaian alcoholic companies incorporate cultural elements into their advertisements as branding strategies. Adopting qualitative content analysis, the advertisements were systematically dissected, identifying and categorizing the cultural components utilized. The videos were carefully analyzed to provide a deeper contextual understanding, tracing the historical and sociocultural influences that shape advertising strategies. Findings from the data were then synthesized, highlighting recurring themes and patterns in the use of cultural elements. Through the lens of the brand positioning model by Kotler and Keller, and Hofstede’s cultural dimension theory, the study analyzed a total of 15 advertisements (five from each) from Kasapreko Company Limited, Adonko Limited, and Joy Dadi Limited. The study revealed that the cultural elements incorporated in the advertisements captured local ideas, institutions and artifacts which were used to define the targeted audience. The cultural elements in the advertisements gave each alcoholic company a competitive urge over other companies through brand differential tactics and brand promise. Additionally, the study revealed a representation of power distribution, representation of communal values, a reflection of an indulgent society and reinforced stereotypical gender roles in the Ghanaian society by the use of the cultural elements in the television advertisement. It was concluded that, given the abundance of competitors and the expanding alcoholic beverage market in Ghana and around the world, each alcoholic brand aims to stand out from the others.