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This is a Literature Review study.

Is it still cultural appropriation if the brands are created by the marginalised? Cultural repurposing, minor literature and icon oclastic branding

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This article identifies cultural exchange opportunities for marginalised groups, highlighting branding's role and impact in consumer engagement.

Cultural repurposing offers a new lens on branding from marginalised cultural perspectives, transforming mainstream commodities.
The concept of minor literature informs cultural repurposing, showcasing the potential for new branding categories like iconoclastic brands.
Marginalised narratives enable brands to effectively compete against established ones, reshaping consumer engagement strategies.
Strategies of cultural repurposing provide opportunities for innovation, challenging traditional norms in commodity consumption.

Paul Haynes (2025) studied this question.

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This article identifies cultural exchange opportunities for marginalised groups, highlighting branding's role and impact in consumer engagement.