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.
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This assignment explores the influence of high- and low-context cultures on the positioning of cosmetic brands. It aims to determine if specific cultural criteria within an anthropological culture concept influence brand positioning and whether a correlation exists. The objective is to demonstrate if there is a clear difference in positioning cosmetic brands in the two distinct cultural concepts.- Understanding the influence of cultural context on brand positioning.
- Exploring the differences in positioning strategies for cosmetic brands in high- and low-context cultures.
- Investigating the impact of cultural communication on brand perception and consumer behavior.
- Analyzing the relationship between brand positioning and cultural values.
- Identifying key characteristics of cosmetic brands and their positioning strategies across different cultures.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the stage for the study by presenting the research question, which investigates the influence of high- and low-context cultures on cosmetic brand positioning. The research method employed in the assignment is outlined, focusing on theoretical definitions of key concepts like brands, positioning, and high- and low-context cultures. The applied part will explore the influence of each cultural concept on brand positioning. The theoretical chapter delves into the definition of brands, exploring different perspectives and key characteristics. It discusses the importance of brand image, customer identification, and the role of brand strategies in influencing consumer behavior. The chapter also provides a historical perspective on the evolution of cosmetics and its cultural significance.Schlüsselwörter (Keywords)
This assignment explores the key concepts of brands, positioning, high- and low-context cultures, and their relationship to the specific domain of cosmetic brands. It investigates the influence of cultural context on brand positioning strategies, emphasizing the importance of cultural communication and consumer behavior in this context.- Citar trabajo
- Anonym (Autor), 2017, The influence of high- and low-context cultures on positioning of cosmetic brands, Múnich, GRIN Verlag, https://www.grin.com/document/442615
