The Relationship Between Integrated Cultural Product Brand and Individual: a Conceptual Framework

The paper aims at building a theoretical framework for the study and analysis of the relationship between consumer and brand of cultural product. In a scenario characterized by globalization, and by the consequent mainly territorial competition the identity of localism has a strategic importance in many areas and regions; at the same time, external influences on territories have a fundamental role in economic development. As a result of these internal and external processes, government bodies responsible for local development need to put in actions the integrate operative policies with new solution and opportunity from the local needs. This involves devising a development plan capable of stimulating and facilitating productive investment and cultural flows, in relationship to consumers, so the local product can be positioned into an international scenario. The research starts from reflections on cultural product from a dynamic and integrated perspective in order to identify strategies and policy by development of a territory by cultural product (Colbert, 2004; Solima, 2006). The phases of the research are: Analysis of the main authors in the following themes: marketing of territory, cultural product and consumer behaviour. Study of the Integrated Cultural Product model. Plan a positioning strategy for cultural product. Elaboration of a Quality Brand of integrated cultural product. Definition of a conceptual framework The objective of the study to expand the ICP model and we propose the Quality Brand of ICP for the local development within the strategies of marketing. The article, also, attempts to describe the relationship consumer-brand of cultural product focusing, in particular, the “attractiveness” condition, which is about mutual compatibility between the brand and the consumer. The final part shows the conceptual framework focused on the relationship between Integrated Cultural Product Brand and Individual, taking into account the increasing economic-social role played by brands.