Building emotional equity: How storytelling and local culture elevate FMCG Brands

This article explores how storytelling and cultural insights foster emotional equity for fast-moving consumer goods (FMCG) brands, particularly within CIS (Commonwealth of Independent States) and GCC (Gulf Cooperation Council) regions. Through qualitative analysis and illustrative case studies, the research highlights how global and regional FMCG companies successfully integrate local flavors, rituals, packaging, and culturally resonant narratives to deepen consumer connections and build brand loyalty. Examples from Nestlé, Coca-Cola, Pepsi, and regional brands underscore the strategic importance of cultural customization. The findings suggest that culturally tailored branding and storytelling significantly enhance emotional engagement, loyalty, and market differentiation. Implications for marketers emphasize the critical role of cultural intelligence in global brand strategy.