Mapping Brand Cultural Identity: A Systematic Literature Review and Bibliometric Analysis of Global Branding Strategies

Cultural identity shapes brand perceptions in the global market. Integrating cultural elements into brand identity is vital for engaging diverse consumers. However, there are gaps in our understanding of how brands manage cultural identity amid globalization and digitalization. This study provides an overview of Brand Cultural Identity (BCI) research by examining its evolution, trends, and research gaps. It also considers how cultural identity influences branding strategies and consumer behavior, offering insights for brand managers. A Systematic Literature Review (SLR) and bibliometric analysis were conducted to synthesize studies and identify research patterns. The SLR followed PRISMA guidelines, while bibliometric analysis was conducted using VOSviewer to visualize citation networks and keyword co-occurrence. The analysis revealed an increase in BCI-related publications from 2022 onwards. Key themes include the influence of cultural heritage, symbolic representation, and the role of digital platforms in communicating cultural identity. Despite the growing body of research, gaps remain in the understanding of symbolic representation and stakeholder engagement. This study also identifies sustainability as an emerging theme within the BCI literature. This study contributes to BCI research by clarifying its conceptual boundaries, mapping its intellectual structure, and identifying underdeveloped themes, particularly symbolic representation, stakeholder engagement, digital mediation, and sustainability. These findings emphasize the importance of cultural identity in branding strategies and offer practical insights for brand managers. Brands can foster stronger consumer connections by leveraging cultural elements in their branding.