• University of Leeds

Introduction to Intercultural Studies: The Branding of Culture

Learn how products move across borders and how branding problematically draws on narratives of culture and place.

5,780 enrolled on this course

Introduction to Intercultural Studies: The Branding of Culture

Discover how marketing uses narratives of culture and place.

The course examines an aspect of marketing through the ways branding makes use of cultural stereotypes to promote products or places. On the course you’ll consider the effects this might have on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised. You’ll study the way in which nations use “soft power” through spreading of cultural products and practices, to influence the behaviour of people across the globe. You will also examine the idea of cultural imperialism and assess the ways in which it is resisted.

Download video: standard or HD

Skip to 0 minutes and 9 seconds In this course we focus on a number of things, particularly products and products as they move across borders, and as they move from place to place. And when they move, they often draw on narratives of identity, place, and culture, which we analyse through a number of case studies and examples. There’s numerous examples of products that have been localised, and localisation can take place in different levels. So it can be something like languages. It can even be changing colours around marketing. It also can be larger, more systemic practises. Hollywood films, they may or may not be in a form of cultural imperialism. But I think most people would agree that they are a form of soft power.

Skip to 0 minutes and 52 seconds And soft power attempts to influence and make connections with people through things like films, music. Manga is another example of a form of soft power. I think hopefully anyone who is interested in how the narratives of products change and are received from place to place would be interested. This can include students, business people. I think people as well that are interested in concepts like soft power, commodification, narratives, authenticity, these kind of issues, would also be interested in the course.

Skip to 1 minute and 32 seconds Products are often sold with narratives attached to them. And these narratives can draw on a number of different factors. It may be ideas about authenticity. They may use certain languages, because they see language being sending certain signals of exclusivity or prestige. With increased commodification in the world, we can even see things like nations branding themselves. So this will be one topic that we look at in the course– the idea of nation branding. Sign up now for Intercultural Studies, The Branding of Culture.

What topics will you cover?

  • Branding and identity – how companies might adapt products in order to successfully introduce them into new markets
  • Nation branding - how countries attempt to portray and market themselves
  • The movement of products - how globalised products are received in different contexts
  • Localising products - the reasons why companies adapt products for audiences in different local environments
  • Soft power - how countries promote what they perceive to be their own cultural values to other nations
  • Cultural imperialism – the extent to which global marketing and the selling of products can be seen as an attempt to impose the values of the producing nation

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

This course has been accredited by the CPD Certification Service, which means it can be used to provide evidence of your continuing professional development.

When would you like to start?

Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore how national and regional identities are exploited to market goods and services
  • Investigate the effects of using national identity to market products
  • Compare the ways in which globally available products are localised for different markets
  • Evaluate how soft power is derived from the spreading of cultural products and practices
  • Assess the extent to which globalisation facilitates cultural imperialism
  • Discuss the reasons for adapting products for local cultures

Who is the course for?

The course is for anyone with an interest in the concepts of culture and interculturality, you don’t need any previous experience.

This course is also ideal if you are working in business, you are preparing to move to a different country for work or study or you work with groups of people from different cultures to yours. By completing all aspects of the course you will have achieved 14 hours of CPD time.

Who developed the course?

University of Leeds

As one of the UK’s largest research-based universities, the University of Leeds is a member of the prestigious Russell Group and a centre of excellence for teaching.

Recommended

Ways to learn

Unlimited

Upgrade this course

Choose the best way to learn for you!

$15.83/month

Billed at $189.99 for a year

$74

Learners who purchase Unlimited complete 15x as many courses!*Unlock your expertise
Access to this courseticktick
Access to ALL eligible short courses with additional benefits, for a yeartickcross
Discuss your learning in commentsticktick
Tests to boost your learningticktick
Certificate when you're eligibleDigital onlyPrinted and digital
Join and Upgrade

Ways to learn

Buy Unlimited to access this course and hundreds of other short courses for a year or Upgrade just this course for extra benefits. Or, join this course with free basic access, limited to 4 weeks (excludes tests and certificates).

Unlimited

$15.83/month

Billed at $189.99 for a year

Learners who purchase Unlimited complete 15x as many courses!*

  • Access to this course
  • Access to ALL eligible short courses with additional benefits, for a year
  • Discuss your learning in comments
  • Tests to boost your learning
  • Digital certificate when you're eligible

Upgrade this course

$74

Unlock your expertise

  • Access to this course
  • Discuss your learning in comments
  • Tests to boost your learning
  • Printed and digital certificate when you’re eligible

Basic access

Free

Try before you buy

  • Limited access to course content for 4 weeks

Find out more about certificates, Upgrades or Unlimited.

Sale price available until 6 December 2021 at 23:59 (UTC). T&Cs apply.

Join this course for free with basic access. Access to this course only limited to 4 weeks. Excludes tests and certificates.

*FutureLearn considers a short course complete when a learner has engaged with 90% of the content. Learners who began a 1 year subscription period of Unlimited in October 2019 to September 2020 (inclusive) generated 14.78 times as many completed enrolments per user in that year than users who joined FutureLearn in October 2019 to September 2020 (inclusive) generated in their first year of enrolment.

*FutureLearn considers a short course complete when a learner has engaged with 90% of the content. Learners who began a 1 year subscription period of Unlimited in October 2019 to September 2020 (inclusive) generated 14.78 times as many completed enrolments per user in that year than users who joined FutureLearn in October 2019 to September 2020 (inclusive) generated in their first year of enrolment.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Learner reviews

Learner reviews cannot be loaded due to your cookie settings. Please and refresh the page to view this content.

Do you know someone who'd love this course? Tell them about it...

You can use the hashtag #FLculturebranding to talk about this course on social media.