From Chale Wote to Corporate: Exploring How Ghanaian Brands Integrate Cultural Identity into Branding and Public Relations -A Case Study of GTP and Kasapreko.

Abstract

This study examined how Ghanaian brands integrate cultural identity into their branding and public relations strategies, using Ghana Textiles Printing (GTP) and Kasapreko as case studies. It adopted a qualitative multiple case study design, collecting data through semi-structured interviews with brand managers, focus group discussions with consumers, and content analysis of brand communications. Thematic analysis, guided by cultural branding theory and social identity theory, revealed that both companies actively infused Ghanaian cultural symbols, local language, and narratives into their brand messaging, product design, and campaigns. Findings showed that such cultural branding functions as powerful symbolic communication. GTP incorporated traditional motifs and local proverbs in its fabric designs and marketing, while Kasapreko infused product names, herbal recipes, and advertising with Ghanaian linguistic and cultural references. Consumers perceived these elements as authentic reflections of national identity, leading to strong emotional connections, consumer pride, and a sense of belonging. This resonance, in turn, enhanced brand loyalty and positive brand perception, as consumers viewed their patronage as an expression of leverage cultural identity in similar ways to create brand meaning and differentiation. The study also identified key opportunities and challenges. Culturally enriched branding provided opportunities for differentiation in competitive markets and engagement with diaspora audiences, but it required balancing heritage with contemporary appeal to younger consumers to avoid appearing outdated. The research demonstrates that integrating cultural identity into branding and PR can strengthen brand equity and consumer loyalty for Ghanaian brands, as these brands become cultural icons that embody and celebrate collective identity in the market