Should Brand Design Using Brand Personality Be Adapted To The Cultural Differences Of International Markets
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Author | : Fe Feltes |
Publisher | : GRIN Verlag |
Total Pages | : 34 |
Release | : 2016-12-05 |
Genre | : Business & Economics |
ISBN | : 3668357013 |
Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Neu-Ulm (Wirtschaftswissenschaften), course: Brand Management, language: English, abstract: Global brands are probably the most obvious outcome of globalization. Many companies drive a global marketing strategy in order to stay competitive and to address a more diverse customer base. However, little research has been done on Brand Cultures and their personality in the international markets. Global brands are appealing from both the supply side and the demand side perspective. For the supply side for instance, they can create economies of scale, and scope in research and development. Whereas the demand side benefits from worldwide availability. Sony, BMW, Coca-Cola or Mc. Donald ́s are only some of the global brands that are known for being successful with their business throughout the whole world. Some of them stick to a more standardized international Brand Personality, which does not change in any way respective the individual markets. Others, like for example Nestlé with its world brand Nescafé, adapt their advertising messages according to the preferences of the country concerned. Both of these strategies seem to be successful. One hardly finds a definite answer to the question, whether to pursue maximum adaption or general standardization, when it comes to the complex task field of international Brand Planning. Also, the subject of Brand Design is barely mentioned in this context. These are the gaps, this term paper is going to fill.
Author | : Martin Pydde |
Publisher | : GRIN Verlag |
Total Pages | : 73 |
Release | : 2009-05 |
Genre | : Business & Economics |
ISBN | : 3640335198 |
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: "the set of hu-man characteristics associated with a brand" (Aaker 1997, p. 347). Aaker's brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
Author | : Corinna Colette Vellnagel |
Publisher | : Springer Nature |
Total Pages | : 251 |
Release | : 2020-08-13 |
Genre | : Business & Economics |
ISBN | : 3658311789 |
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.
Author | : Theo Lieven |
Publisher | : Springer |
Total Pages | : 276 |
Release | : 2017-10-06 |
Genre | : Business & Economics |
ISBN | : 3319602195 |
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Author | : Martin Pydde |
Publisher | : GRIN Verlag |
Total Pages | : 71 |
Release | : 2009-05-29 |
Genre | : Business & Economics |
ISBN | : 3640335635 |
Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: “the set of hu-man characteristics associated with a brand” (Aaker 1997, p. 347). Aaker’s brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
Author | : Iva Rakocevic |
Publisher | : GRIN Verlag |
Total Pages | : 25 |
Release | : 2011-10 |
Genre | : Business & Economics |
ISBN | : 3656019835 |
Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.
Author | : Management Association, Information Resources |
Publisher | : IGI Global |
Total Pages | : 1590 |
Release | : 2018-10-05 |
Genre | : Business & Economics |
ISBN | : 1522571175 |
The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for success in a competitive marketplace. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications is a vital reference source for the latest research findings on the use of theoretical and applied frameworks of brand awareness and culture. Highlighting a range of topics such as consumer behavior, advertising, and emotional branding, this multi-volume book is ideally designed for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Author | : David A. Aaker |
Publisher | : Simon and Schuster |
Total Pages | : 550 |
Release | : 2012-12-11 |
Genre | : Business & Economics |
ISBN | : 1471104370 |
Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Author | : Alcántara-Pilar, Juan Miguel |
Publisher | : IGI Global |
Total Pages | : 430 |
Release | : 2015-04-30 |
Genre | : Business & Economics |
ISBN | : 1466682639 |
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author | : Jonathan E. Schroeder |
Publisher | : Taylor & Francis |
Total Pages | : 246 |
Release | : 2006 |
Genre | : Business & Economics |
ISBN | : 9780415355995 |
Exploring current issues in brand management, this book fills a niche in the burgeoning cache of branding literature with a distinctive managerially and theoretically informed perspective on the cultural dimensions of branding.