Introduction to Intercultural Studies: The Branding of Culture




University of Leeds


Future Learn


Free (certificate fee: USD$ 69, optional)

Available in



This course discusses how products move across borders and how branding problematically draws on narratives of culture and place. It is offered by the University of Leeds through Future Learn, an online education platform.

The course examines an aspect of marketing wherein brands make use of cultural stereotypes to promote products or places. On the course, participants will consider the effects this might have on national and cultural identity. They will also examine how some products are becoming decoupled from their culture of origin whilst others get localised. Additionally, it discusses the ways in which nations use “soft power” through spreading of cultural products and practices, to influence the behaviour of people across the globe.

Some of the learning outcomes are:

  • Nation branding
  • Movement of products
  • Localizing products
  • Soft power
  • Cultural imperialism