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.
Table of Contents
1. Introduction
1.1. Relevance of the problem
1.2. State of research
1.3. Objectives and research question
1.4. Scope and limitations
1.5. Procedure and method
2. Theoretical background
2.1. Brand Management
2.2. Corporate Design
2.3. Hofstede´s Cultural Dimensions
3. Best Practise Example of Nestlé
3.1. Nestle GmbH
3.2. Brand Personality of Nestlé
3.3 Brand Design of Nescafé
3.4 International Strategy
4. Conclusion
5. References
Objectives and Topics
This paper explores the influence of culture on international brand management, specifically focusing on how brand personality and brand design should be adapted for different cultural markets. It investigates whether companies should pursue a strategy of standardization or localization to maximize competitiveness in a globalized business environment.
- The impact of cultural differences on consumer perception and brand interaction.
- Application of Hofstede’s Cultural Dimensions to analyze market specificities.
- Strategic role of Brand Personality and Brand Design in international branding.
- Case study analysis of Nestlé and its global brand Nescafé.
Excerpt from the Book
1.1. Relevance of the problem
Globalization and intercultural aspects define the modern business environment these days. Commerce between the nations has become an integral part of this world. Whether or not a company decides to participate in the international business, it still cannot get around the influences of different cultures. Trading restrictions do not build a barrier anymore, and the world wide web helps customers to get access to information about products or prices instantly. Suppliers have not only to compete with local companies, but with companies from all over the world. These days, one hardly finds a business company that does not operate internationally in any way. In order to reach the goals of being competitive and gaining market shares, entrepreneurs developed a wide range of different kinds of business management strategies. (Cateora et al., 2003, p. 4)
Management in general, and any other type of theoretical approach are thought-constructs that arise in people’s minds. The common understanding of these subjects is slightly changing from one person to another. It is not without a reason, that one hardly finds an explicit definition for these terms. What people understand these terms to mean, is strongly related to their personal backgrounds. Thoughts and behaviors are intuitive and subjective. It always depends on which person is the one currently dealing with a topic. Who is this person? What are the values of this person? What are the personal characteristics of this person? The way, someone thinks and perceives any situation in life depends on a wide range of psychological factors that differ from person to person, from society to society, and from culture to culture. This matter of fact applies for all kinds of theories and models in business environments. (Chanlat et al., 2013, p. 1997)
Summary of Chapters
1. Introduction: This chapter highlights the impact of globalization on business and identifies the gap in research regarding the cultural adaptation of brand design and personality.
2. Theoretical background: This section defines core concepts such as Brand Management, Brand Personality, Corporate Design, and introduces Hofstede’s Cultural Dimensions as a framework for intercultural analysis.
3. Best Practise Example of Nestlé: The chapter examines Nestlé as a case study, analyzing its branding architecture, its Nescafé product line, and its international strategy regarding cultural adaptation.
4. Conclusion: The final chapter summarizes that while product attributes like taste may require localization, brand design often benefits from a standardized global approach to ensure recognition.
Key Terms
Brand Management, Brand Personality, Corporate Design, Globalization, Intercultural Marketing, Hofstede's Cultural Dimensions, Nestlé, Nescafé, Brand Strategy, Standardization, Adaptation, Consumer Perception, Market Research, International Business, Brand Equity
Frequently Asked Questions
What is the core focus of this scientific paper?
The paper examines the role of culture in international marketing and how companies should manage brand personality and brand design when entering diverse international markets.
What are the central themes discussed in the work?
The primary themes include the influence of globalization, the framework of Hofstede's cultural dimensions, and the strategic tension between brand standardization and local adaptation.
What is the primary research question?
The central research question is: "Should Brand Design using Brand Personality be adapted to the cultural differences of international markets?"
Which scientific method is utilized in this study?
The study uses a theoretical foundation based on literature research followed by a practical case study analysis of the company Nestlé and its global brand Nescafé.
What topics are covered in the main body of the paper?
The main body covers the theoretical definitions of branding components, a detailed analysis of cultural dimensions in Germany, the USA, and China, and an evaluation of Nestlé's international branding approach.
Which keywords characterize this paper?
Key terms include Brand Management, Brand Personality, Cultural Dimensions, Globalization, Standardization, Adaptation, and International Branding.
Why did the author choose Nestlé as a best practice example?
Nestlé is used because it is a global market leader that successfully manages a vast portfolio of brands, providing excellent insights into how a global player balances international presence with specific local product adjustments.
What conclusion does the author reach regarding brand design?
The author concludes that for brand design, a standardized global strategy is generally more effective for building recognition, whereas functional product attributes, such as taste, should be adapted to local cultural preferences.
- Arbeit zitieren
- Fe Feltes (Autor:in), 2015, Should Brand Design using Brand Personality be adapted to the cultural differences of international markets?, München, GRIN Verlag, https://www.grin.com/document/345518
