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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Relevance of the problem
- State of research
- Objectives and research question
- Scope and limitations
- Procedure and method
- Theoretical background
- Brand Management
- Corporate Design
- Hofstede's Cultural Dimensions
- Best Practise Example of Nestlé
- Nestle GmbH
- Brand Personality of Nestlé
- Brand Design of Nescafé
- International Strategy
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This term paper examines the question of whether brand design, specifically using brand personality, should be adapted to cultural differences in international markets. The paper aims to analyze the impact of cultural dimensions on brand management strategies and to explore the relationship between brand personality and brand design in a global context.
- The influence of cultural dimensions on brand management strategies
- The role of brand personality in international brand design
- The effectiveness of adapting brand design to cultural differences
- The challenges of implementing a global brand design strategy
- Best practices and case studies of companies operating in international markets
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the relevance of the research question, outlining the growing importance of international business and the impact of cultural diversity on brand management. It also reviews existing research on global brands and cultural differences, highlighting the need for further exploration of the relationship between brand design and cultural adaptation.
The second chapter provides a theoretical foundation by discussing key concepts such as brand management, corporate design, and Hofstede's Cultural Dimensions. This chapter aims to establish a framework for understanding the interaction between cultural factors and brand design strategies.
The third chapter presents a case study of Nestlé, a multinational company with a global brand, Nescafé. It analyzes Nestlé's brand personality, brand design, and international strategy to illustrate how a successful company adapts to diverse cultural markets.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this term paper include: brand management, brand personality, corporate design, Hofstede's Cultural Dimensions, international marketing, cultural adaptation, global branding, and brand design. The paper focuses on the challenges and opportunities presented by cultural diversity in the context of brand management and the development of effective international brand strategies.
- Citation du texte
- Fe Feltes (Auteur), 2015, Should Brand Design using Brand Personality be adapted to the cultural differences of international markets?, Munich, GRIN Verlag, https://www.grin.com/document/345518
