Abstract
This paper addresses a central problem in modern
product strategy: the frequent underestimation of intangible value in
development and marketing. It defines the concept of "cultural value"
as the collective system of meaning and signs that a group attaches to a
product, transforming it from a mere object into a symbol. This paper contests
the prevailing utility-focused models of product valuation by arguing that
cultural value is not an ancillary benefit but a primary, architected driver of
market performance. Through a systematic analysis of a theoretical framework
and diverse case studies - from simple office utilities and culturally embedded
beverages to globally recognized apparel and premium luxury goods - this paper
will demonstrate that cultural value can be cultivated to create significant,
sustainable economic value and market longevity.
