Female empowerment unveiled: Investigating femvertising efforts from a cultural branding lens

Abstract

This research investigates femvertising efforts from a cultural branding perspective. Using the Barbie brand as a context, the study delves into how cultural branding is leveraged when transforming brands historically associated with female stereotypes into symbols of empowerment and how female consumers perceive such efforts. With a qualitative research approach, a brand genealogy of Barbie provided a rich contextual backdrop while 12 semi-structured interviews captured the nuanced perspectives of young female consumers. The findings reveal that young women are calling for inclusive and genuine representation, seeking brand narratives that provide them with identity value. However, not all brands seem to succeed in this endeavor. A brand's history can negatively impact its efforts, and the level of authenticity is crucial. Additionally, from the insights of Barbie, we understand that it is important to be responsive to cultural shifts, recognize contemporary values and reinvent the brand myth accordingly. To conclude, the study challenges the notion of femvertising as a standalone marketing tactic, positioning it as a component of a cultural branding strategy that seeks to resonate with consumers on a deeper level.