In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Inhaltsverzeichnis (Table of Contents)
- Preface
- 1. What is 'culture'
- 1.1 Diversity of culture
- 2. Culture and brand image
- 2.1 GLOBE at work
- 3. Advertisement as mirror image of society
- 3.1 Analysis of Content
- 3.1.1 Print-advertisement in France and Germany
- Conclusion
- Literature
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to explore the influence of culture on brand positioning strategies, examining how cultural differences impact marketing approaches. It seeks to understand the concept of 'culture' itself, outlining its diverse components and how they shape consumer behaviour.
- Defining 'culture' and its key elements
- The role of culture in shaping brand image and perception
- Strategies for cross-cultural marketing and brand positioning
- Analysis of cultural differences in advertising content
- The impact of cultural nuances on consumer behavior
Zusammenfassung der Kapitel (Chapter Summaries)
- Preface: Introduces the challenges of internationalizing brand and product marketing due to cultural variations in consumer mindsets. It highlights the focus of this work on understanding 'culture' and its influence on marketing strategies.
- 1. What is 'culture': Examines different definitions of 'culture' from historical and modern perspectives, focusing on how culture is a 'human opus' that shapes communication and social structures. It highlights key figures such as Cicero, Heraclitus, and Hofstede, exploring their contributions to understanding cultural diversity.
- 1.1 Diversity of culture: Explores various sub-categories of culture, including subculture, social group, peer-group, and family. It examines the concept of culture as a 'collective programming of the mind' that influences how individuals respond to their environment.
- 2. Culture and brand image: Delves into the relationship between culture and brand image, exploring how cultural factors influence brand perception and consumer preferences. It discusses various frameworks for analyzing cultural differences in marketing, such as the GLOBE project, and their implications for brand positioning strategies.
- 2.1 GLOBE at work: Analyzes the GLOBE project's framework for understanding cultural variations in work-related values and practices. It explores how this framework can be used to inform cross-cultural marketing strategies and tailor brand messages to different cultural contexts.
- 3. Advertisement as mirror image of society: Explores the use of advertising as a reflection of societal values and cultural norms. It examines the relationship between advertising content and cultural context, highlighting the importance of cultural awareness in designing effective advertising campaigns.
- 3.1 Analysis of Content: Provides a framework for analyzing advertising content to identify cultural influences and insights. It highlights the importance of considering cultural nuances in both the creation and reception of advertising messages.
- 3.1.1 Print-advertisement in France and Germany: Examines specific examples of print advertisements in France and Germany to illustrate the impact of cultural differences on advertising styles and content. It explores the use of cultural symbols, language, and imagery in conveying brand messages.
Schlüsselwörter (Keywords)
The key focus of this work lies in understanding the influence of culture on brand positioning strategies. It explores the diverse aspects of culture, including cultural values, beliefs, and behaviors, and their impact on consumer preferences and brand perception. Key terms and concepts include cultural differences, cross-cultural marketing, brand image, advertising content analysis, consumer behavior, and the GLOBE project.
- Citation du texte
- MA Guido Maiwald (Auteur), 2005, The influence of culture on brand positioning strategy, Munich, GRIN Verlag, https://www.grin.com/document/205465
