Nowadays the number of brands is significantly increasing, but interchangeability is included in the daily schedule of change: some brands don’t work in specific markets and end to exist while simultaneously many new brands enter the markets. Contact to brands happens on a daily basis - consumers experience a plethora of offer and advertising of brands which is more and more getting an overtaxing and “oversaturation” to them. Purchase decisions are influenced by diverse complex factors and communication plays an increasingly important role. Not only social media and all manner of visual advertisements unconsciously do influence it but also verbal recommendations clearly leave its marks.
But how does the positioning of brands works? The connection of the brand and its unique business model has to be sold and is more than decisive to achieve a strong and successful positioning. Currently not only one type of key customer dominates the markets but diverse target groups have to be addressed what more and more complicates the positioning process.
But which influence does culture has on the positioning of brands? Is the procedure of advertising in different cultures the complete opposite? What is the deeper understanding of brands and positioning? What especially differentiates Cosmetic Brands? How does positioning created for a target group in a high-context culture differ from the one created for a low-context culture? The research question focusses on the question if specific criteria of cultures in an anthropological culture concept influence the positioning of Cosmetic brands and if there is an existing correlation. The objective of this assignment is to show if there is a clear difference in positioning Cosmetic brands in the two different concepts of culture.
At a glance
- Grade: 2.0 (1.0 is the best grade)
- Applies Edward T. Hall's cultural framework of high- and low-context cultures
- Compares global brand positioning strategies specifically for Nivea and L'Oréal Paris
- 26 sources in the bibliography
- 6 figures
Table of contents
1. Introduction
1.1 Research question
1.2 Method
2. Theory
2.1 Brands
2.2 Positioning
2.3 High- and low-context cultures
3. Application of theory
3.1 Examples for Cosmetic brands
3.2 Positioning influence of low-context cultures
3.3 Positioning influence of high-context cultures
4. Summary and Outlook
Objectives & Topics
This paper examines how cross-cultural communication patterns influence the strategic positioning and advertising strategies of cosmetic brands. Grounded in anthropological cultural theory, the central objective is to determine whether clear differences exist between low-context and high-context cultural environments when positioning beauty and personal care products.
- Conceptual foundations of branding, brand equity, and positioning models
- Anthropological framework of high-context vs. low-context communication styles
- Comparative analysis of low-context cultural markets such as Germany
- Exploration of high-context cultural markets such as China and Japan
- Case evaluations of global advertising campaigns from Nivea and L’Oréal Paris
- Implications of cultural values such as individualism versus collectivism on cosmetic marketing
Excerpt from the Book
2.3 High- and low-context cultures
To define different types of culture, a basis concept could be the cultural anthropological concept of Hall (1976) with its generalizing differentiation between high- and low-context cultures. It describes the way in which further knowledge of nonverbal communication, hierarchy and preview information of a culture (context information) is necessary or in which way verbal communication is sufficient to decode messages in these cultures. The classification serves as a tool to see and understand the differences of cultures through its different communication styles as well as cultural issues which include the differentiation between individualism and collectivism. Even if the cultural framework tends to be outdated, the communication patterns today still match with the cultural concept proposed decades ago.
High-context cultures are mostly collective cultures such as Japan and China, but also Arab countries or Greece or Spain. In these countries, interpersonal relationships are long-lasting, deep and close and the communication in everyday life situations is carried out rapidly. Nevertheless the proposed dimension of the “message speed” is slow what means those cultures need more time to build up relationships. Slow messages are also for example books, TV documentaries and poetry or in general messages that take longer to act on and to be understood or deciphered. With regard to communication in general, it is influenced and determined by background knowledge and the situation itself inasmuch as statements are not explicit and the unsaid should be read “between the lines”. A “high-context message” is emphasized more by non-verbal signs or using silence than verbal ones and interrupting people or asking questions tends to be unusual. The “high-context” communication intensifies in case of a very close relationship through the mutually shared knowledge – deciphering of messages is expected by the listener. Moreover the communication style is determined by indirectness and nonconfrontational behaviour. Rational thoughts aren’t used even if the information in a conversation is given disordered, because it is assumed to be understood implicitly.
Overview of Chapters
1. Introduction: Outlines the growing challenge of brand oversaturation, introduces the core research question, and defines the secondary research methodology.
2. Theory: Details the theoretical definitions of brands, brand equity, and positioning concepts, while establishing Edward T. Hall's model of high- and low-context cultures.
3. Application of theory: Applies the theoretical cultural dimensions to practical marketing campaigns of Nivea and L'Oréal across Germany, Japan, and China.
4. Summary and Outlook: Synthesizes the core findings regarding cultural differentiation in cosmetics branding and discusses future trends such as globalization and standardization.
Keywords
Brand Positioning, Cosmetic Brands, High-Context Cultures, Low-Context Cultures, Edward T. Hall, Cross-Cultural Marketing, International Advertising, Nivea, L’Oréal Paris, Individualism, Collectivism, Brand Identity
Frequently Asked Questions
What is the core subject of this paper?
The paper explores the relationship between anthropological culture types and the positioning strategies implemented by international cosmetic brands.
What are the primary thematic fields covered?
Key thematic fields include brand management, strategic positioning, intercultural communication, and comparative marketing analysis between Western and East Asian markets.
What is the main objective and research question?
The study investigates whether specific criteria of high- and low-context cultures fundamentally influence how cosmetic brands position their products and communicate with target audiences.
Which scientific methodology is utilized?
The work employs secondary literature research combined with a qualitative, deductive comparative analysis of print advertising campaigns.
What is analyzed in the main empirical section?
The main section investigates actual advertisements from market-leading brands Nivea and L'Oréal in Germany, representing low-context culture, and China and Japan, representing high-context cultures.
Which keywords characterize this publication?
Crucial keywords include Brand Positioning, Cosmetic Brands, High-Context Cultures, Low-Context Cultures, International Marketing, and Brand Identity.
How does brand positioning differ between low-context and high-context advertising?
Low-context advertising relies on direct communication, explicit explanations of ingredients, and individual benefits, whereas high-context advertising focuses on indirect storytelling, collectivist relationships, and visual imagery.
Why are brand names and slogans specifically adapted in Asian markets?
In high-context markets like China, brand names are adapted phonetically and semantically to convey harmony and positive attributes such as preserving beauty, enhancing brand acceptance.
- Arbeit zitieren
- Anonym (Autor:in), 2017, The influence of high- and low-context cultures on positioning of cosmetic brands, München, GRIN Verlag, https://www.grin.com/document/442615
