Strategic Cultural Branding of Iranian Ethnic Music as a Scalable Global Brand Asset

Abstract

Cultural branding has increasingly emerged as a strategic approach for transforming cultural expressions into sustainable global brand assets within the creative economy. Among various cultural forms, ethnic music possesses distinctive symbolic, emotional, and identity-based values that can contribute significantly to national brand differentiation and international cultural visibility. This study examines Iranian ethnic music as a strategic cultural brand asset and explores its scalability within global music and cultural markets. Drawing on cultural branding theory, brand equity frameworks, and creative industries research, the article conceptualizes Iranian ethnic music not merely as artistic heritage but as a structured brand system capable of international positioning. The research adopts a mixed-methods design combining secondary quantitative data from global music industry reports and cultural policy documents with qualitative content analysis of internationally active Iranian ethnic music initiatives. Empirical indicators such as digital platform reach, international festival participation, urban cultural branding initiatives, and audience engagement metrics are synthesized to assess branding scalability and cultural brand equity formation. The analytical framework integrates dimensions of authenticity, symbolic value, market adaptability, and transnational diffusion capacity, allowing for comparative evaluation across different ethnic music traditions within Iran. Findings reveal that Iranian ethnic music demonstrates strong latent brand equity derived from its cultural authenticity and narrative richness; however, its global scalability is uneven and constrained by fragmented branding strategies and limited integration with international creative industry infrastructures. Case-based evidence from music-centered urban branding initiatives and globally visible ensembles illustrates how strategic alignment between cultural policy, branding mechanisms, and digital distribution platforms can enhance global brand performance. The study further identifies key drivers of scalability, including platformization, intercultural resonance, and institutional support mechanisms. By positioning Iranian ethnic music as a scalable global brand asset, this research contributes to the literature on cultural branding and creative industries by extending brand strategy analysis beyond commercial music genres to culturally embedded artistic forms. The findings offer practical implications for policymakers, cultural managers, and brand strategists seeking to leverage ethnic music as a component of national branding and global cultural diplomacy.