This study examines how cultural differences between Germany and Portugal affect the brand personality of German international companies.
„True cultural connection is the Holy Grail for brands if they want to create an
enduring emotional relationship with people.“
The analysis of this thesis goes hand in hand with this quote by Adam Chmielowski,
Group Head at Flamingo. In order to find out if his statement concerning the importance of brand awareness in branding is true, a suitable research question will be introduced. The goal is to find out whether international companies are already aware of this fact and what consequences it has on the brand personality if a company tries to enter a new market in another country but expulses the cultural aspects.
A recognizable brand name can lead to an increase in sales, and could therefore be one of the most valuable assets of a company. Especially for companies who offer products or services which can easily be copied by others or where several substitutes are available in the market. An example for such an industry is the automotive industry, because they differentiate themselves through their brand personality.
The significant value of a brand name and personality is not only important due to high competition, but also because of the increase in emotional wants and needs of the customer, which need to be met in order to make profit. Potential customers might be more likely to buy a product from a known brand, that they might have positive associations or feelings with than from an unknown. Hence, it is important to attach a consumer to stay with the company and become a loyal customer for this brand, because unlike product attributes, the ideas of the consumer of this brand do not easily change. The setting up of a brand image is a marketing step and investment for beneficial in the long-term. In this context the term brand personality stands for profile of a brand with human characteristics.
Table of Contents
1. Introduction
2. Theoretical construct of a brand personality
2.1 Definition
2.2 Models of brand personality
2.3 Importance of brand personality for the strategic brand management
2.4 Structure of the brand personality scale by J. Aaker
2.4.1 Scope for design
2.4.2 Measurement of the brand personality
3. Brand personality and the connection to consumer personality
3.1 Function of brand personality
3.2 Congruity theory
4. About Portugal
4.1 Economic development and structure
4.2 Foreign economics
4.3 Relation Portugal-Germany
5. About culture
5.1 Definition
5.2 Hostede’s cultural dimensions
5.3 The five cultural dimensions on the example of Germany and Portugal
5.4 Critical acclaim to Hofstede’s theory
6. Combination of brand personality, consumer personality and culture
7. Empirical Research on the example of HARIBO and Volkswagen
7.1. Goals of the Research
7.1.1 Research design
7.2 Results of the empirical research
7.2.1 Descriptive Basisevaluation
7.2.2 Cognition of the brand personality
7.3 Summary of the findings
8. Conclusion
Objectives & Themes
The primary objective of this thesis is to examine the extent to which cultural differences influence the implementation of brand personality, specifically regarding German international companies operating in the Portuguese market. The research explores how cultural factors affect brand perception and whether companies need to adapt their branding strategies to local cultural nuances.
- Theoretical foundations of brand personality and its connection to consumer identity.
- Cultural analysis of Germany and Portugal based on Hofstede's dimensions.
- Empirical investigation of brand awareness and perception of HARIBO and Volkswagen.
- Analysis of the relationship between culture and consumer buying behavior.
- Strategic implications for international brand management when entering foreign markets.
Excerpt from the Book
1. Introduction
„True cultural connection is the Holy Grail for brands if they want to create an enduring emotional relationship with people.“
Adam Chmielowski
The analysis of this thesis goes hand in hand with this quote by Adam Chmielowski, Group Head at Flamingo. In order to find out if his statement concerning the imporante of brand awareness in branding is true,a suitable research question will be introduced. The goal is to find out whether international companies are already aware of this fact and what consequences it has on the brand personality if a company tries to enter a new market in another country but expulses the cultural aspects.
Summary of Chapters
1. Introduction: Outlines the research focus on how cultural differences impact the brand personality of German companies entering the Portuguese market.
2. Theoretical construct of a brand personality: Provides the conceptual framework, including definitions and the multi-dimensional scale of brand personality by Jennifer Aaker.
3. Brand personality and the connection to consumer personality: Explores the psychological link between consumer self-concept and brand perception through congruity theory.
4. About Portugal: Offers an overview of the economic, political, and historical context of Portugal, specifically the economic relations with Germany.
5. About culture: Discusses the definition of culture and presents Geert Hofstede’s cultural dimensions as a tool for comparing national cultural traits.
6. Combination of brand personality, consumer personality and culture: Synthesizes the theoretical models to explain how cultural background influences the perception of brands.
7. Empirical Research on the example of HARIBO and Volkswagen: Details the methodology and results of the survey conducted in Germany and Portugal regarding the two case study companies.
8. Conclusion: Summarizes the findings and provides insights for international companies on managing brand personality across different cultural settings.
Keywords
Brand Personality, Culture, Hofstede, Portugal, Germany, Brand Identity, Consumer Behavior, Self-Congruity, HARIBO, Volkswagen, Market Entry, Brand Management, Cross-Cultural Research, Brand Awareness, Globalization.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis investigates how culture influences the implementation of brand personality for German international companies expanding into the Portuguese market.
What are the primary themes covered in this research?
The research covers the theoretical framework of brand personality, the cultural differences between Germany and Portugal based on Hofstede's model, and an empirical study of brand perception.
What is the primary research goal?
The goal is to determine if culture significantly impacts brand personality and to provide recommendations for companies facing the challenge of internationalizing their brand.
Which scientific methods are employed?
The study uses a literature review to establish a theoretical base and a quantitative online survey (case study method) to gather comparative data from German and Portuguese consumers.
What does the main body of the work address?
The main body examines the theoretical links between brand personality and consumer psychology, provides a detailed cultural analysis of the two target nations, and interprets the findings from the empirical questionnaire.
Which keywords best characterize this work?
Key terms include Brand Personality, Cross-Cultural Management, Hofstede's Dimensions, Consumer Behavior, and international market entry strategies.
How do German and Portuguese cultures differ according to the findings?
The research highlights significant differences in areas like uncertainty avoidance and individualism, which influence how consumers in these nations relate to specific brands.
How does the choice of companies (HARIBO and VW) impact the conclusions?
These companies serve as practical examples to test theoretical assumptions; while the perception of the Volkswagen Golf was found to be consistent, brand awareness for HARIBO showed more variation between the two countries.
- Arbeit zitieren
- Juliane Couto (Autor:in), 2014, German international companies in the Portuguese market. The impact of cultural differences on the brand personality, München, GRIN Verlag, https://www.grin.com/document/376079
