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.
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
Objectives & Topics
This work explores the critical influence of cultural differences on brand positioning strategies. It examines how consumer mindsets are shaped by diverse cultural backgrounds and investigates how marketing professionals can effectively tailor their communication to match these underlying cultural values, ultimately seeking to improve brand equity in international markets.
- The theoretical definition and categorization of "culture"
- The impact of cultural dimensions on consumer perception and brand image
- The GLOBE framework for analyzing cross-cultural organizational and societal behavior
- The role of advertising as a medium for transmitting cultural values
- A comparative analysis of print advertising strategies in France and Germany
Excerpt from the Book
3.1.1 Print-advertisement in France and Germany
Within the scope of her dissertation on cross-cultural marketing Susanne Hols analysed 160 advertisements, 20 for every season, what means that advertisements from two years were scrutinized. Some conclusions of Hols’ comparison between advertisements for cars in France and Germany shall now serve as an example for qualitative analysis of content within cross-cultural marketing. The first conclusion is that no complete standardized advertisement was found. The highest degree of standardization would have been identical pictures combined with adaptation and thus translation of the textual parts. A frequently used strategy is a very similar positioning of the picture combined with differing contextual statements. Thus the compared advertisements of VW’s Sharan model exhibited that while French advertisements focussed the power of the engine, German advertisements focussed its security, comfort and speed. To take over structural elements simplifies adaptation and creation of new advertisements, which are often realised by the same advertising agency. Nevertheless Hols found out that the majority of advertisements were based on new concepts. The campaigns for the Opel Vectra showed remarkable differences in structure and appeal. While the German appeal focussed the comfort of the car (headline: “Sein Komfort macht jede Straße zum Boulevard. Der Vectra Bel Air.”) the French appeal focussed the recipient’s sense for art and his admiration for technology (headline: “Ici l’Art et la Technologie se rejoignement.”). According to an interview with an employee of the French Opel marketing department, the German target group is represented by the family and in France mainly by individuals. Despite these differences the employee proposed that he suspects standardization - especially for key-visuals - as possible since the aesthetic of pictures becomes more important. It can be concluded that standardization mostly refers to aspects of visual structure and to a lesser extent to content and statement. With regard to textual elements Hols points out that no general conclusion of the kind “German advertising is more rational and French advertising more emotional” can be drawn.
Summary of Chapters
Preface: Introduces the challenge of globalizing marketing strategies amidst varying consumer mindsets and sets the goal of examining cross-cultural survey strategies.
1. What is ‘culture’: Provides historical and academic definitions of culture, ranging from antiquity to modern social-scientific models like those of Hofstede and others.
1.1 Diversity of culture: Discusses the emergence of subcategories of culture and the role of 'code' in communicative exchange within social groups.
2. Culture and brand image: Analyzes how culture shapes consumer perception and how higher-level abstract meanings influence purchasing behavior.
2.1 GLOBE at work: Applies the GLOBE research project framework to demonstrate how cultural dimensions explain specific consumer preferences in the Indian market.
3. Advertisement as mirror image of society: Defines advertising as a method for value transmission and explores the interpretative process by which consumers decode meaning.
3.1 Analysis of Content: Examines communication models and the structural elements of print advertisements, such as key visuals and copy, that aim to influence the recipient.
3.1.1 Print-advertisement in France and Germany: Contrasts car advertising campaigns in France and Germany to highlight how cultural differences dictate distinct visual and textual strategies.
Conclusion: Synthesizes the importance of culture-based research in providing actionable guidelines for marketing strategists.
Literature: Lists the academic and professional sources utilized throughout the research.
Keywords
Cross-cultural marketing, brand positioning, cultural dimensions, consumer behavior, brand image, GLOBE framework, advertising strategy, standardization, adaptation, content analysis, social norms, value transmission, communication, print advertisement, intercultural perception.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on how cultural diversity impacts brand positioning strategies and how marketing companies can adapt their communication to effectively reach consumers in different international markets.
What are the central themes discussed?
The central themes include the definition of culture, its influence on consumer perception, the role of advertising as a mirror of societal values, and the practical application of cultural frameworks in international marketing.
What is the primary research goal?
The primary goal is to examine the "ingredients" of culture and identify strategies for cross-cultural surveys within marketing to successfully tailor brands to different target groups.
Which scientific methods are employed?
The paper utilizes literature review, theoretical analysis of cultural models (such as Hofstede and GLOBE), and qualitative content analysis of print advertisements.
What does the main body cover?
The main body covers the definition of culture, the connection between culture and brand image, the use of cultural dimensions to analyze markets, and a detailed qualitative comparison of advertising in France and Germany.
Which keywords characterize this work?
Key terms include Cross-cultural marketing, Brand positioning, Cultural dimensions, Consumer behavior, and Content analysis.
How does the author view the 'GLOBE' framework?
The author views the GLOBE framework as a valuable multi-method tool that expands on previous models by examining the inter-relationships between societal culture, organizational culture, and leadership.
What specific observation is made regarding French and German advertising?
The study observes that while no company uses a perfectly standardized approach, French advertising often emphasizes artistic and individualistic themes, whereas German advertising frequently focuses on security, comfort, and service.
- 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
