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Postcolonial Branding—From the Subcontinent. For All

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Postcolonial Marketing Communication

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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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Authors and Affiliations

  1. University of Southern Denmark, Odense, Denmark

    Anuja Pradhan & Søren Askegaard

Authors
  1. Anuja Pradhan
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  2. Søren Askegaard
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Correspondence to Anuja Pradhan .

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Editors and Affiliations

  1. Alliance School of Business, Alliance University, Bangalore, Karnataka, India

    Arindam Das

  2. Marketing, Xavier School of Management, Jamshedpur, Jharkhand, India

    Himadri Roy Chaudhuri

  3. Marketing, Adam Smith Business School, University of Glasgow, Glasgow, Lanarkshire, UK

    Ozlem Sandikci Turkdogan

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Pradhan, A., Askegaard, S. (2024). Postcolonial Branding—From the Subcontinent. For All. In: Das, A., Chaudhuri, H.R., Turkdogan, O.S. (eds) Postcolonial Marketing Communication. Springer, Singapore. https://doi.org/10.1007/978-981-97-0285-5_6

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