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.
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
Research Objectives and Focus Areas
This assignment investigates how anthropological culture concepts—specifically high-context and low-context cultures—influence the strategic positioning and advertising of cosmetic brands in a globalized market.
- The differentiation between high-context and low-context cultural communication styles.
- Fundamental definitions of branding and market positioning strategies.
- Comparative analysis of cosmetic advertisements in Western (low-context) versus Asian (high-context) markets.
- The impact of standardization versus cultural adaptation in international brand management.
- The role of celebrity endorsements and storytelling in different cultural settings.
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. Groups, to which someone has a high sense of belonging and identification, are strongly distinguished from groups without this feeling.
Summary of Chapters
1. Introduction: Outlines the increasing market saturation and the subsequent necessity for effective brand positioning, defining the central research question regarding the influence of culture on brand strategy.
2. Theory: Establishes the foundational definitions of brands and positioning, while detailing the cultural anthropological framework of high-context and low-context communication styles.
3. Application of theory: Provides a practical analysis of how Nivea and L’Oréal adapt their positioning and advertising strategies when targeting different cultural environments in Germany, Japan, and China.
4. Summary and Outlook: Synthesizes the findings, noting that while markets may move toward standardization, core cultural communication styles remain deeply rooted and continue to necessitate culturally sensitive brand management.
Keywords
Brand Positioning, Cosmetic Brands, High-context culture, Low-context culture, Cross-cultural Marketing, Consumer Behavior, Advertising Strategy, Individualism, Collectivism, Brand Equity, International Marketing, Cultural Communication, Brand Identity, Testimonials, Market Saturation.
Frequently Asked Questions
What is the primary focus of this assignment?
The work examines how distinct cultural frameworks, specifically high-context and low-context concepts, impact the way cosmetic brands position themselves and communicate with target groups in international markets.
What are the central themes discussed in this paper?
The core themes include the definition of brand identity and positioning, the anthropological concept of cultural differences according to Hall, and the practical application of these theories in modern cosmetic marketing.
What is the main objective or research question?
The assignment aims to determine if there is a clear, identifiable correlation between the criteria of an anthropological culture concept and the strategic positioning of cosmetic brands.
Which scientific methodology is applied here?
The research is based on secondary analysis, utilizing existing theoretical literature and internet-based research on current marketing practices and advertisement examples in specific target countries.
What topics are covered in the main section?
The main section covers the definition of brands and positioning, the characteristics of high- and low-context cultures, and a practical application section that analyzes advertising materials for Nivea and L’Oréal.
Which keywords best characterize this research?
Key terms include Brand Positioning, Cross-cultural Marketing, High-context culture, Low-context culture, Consumer Behavior, and Advertising Strategy.
How do low-context cultures influence the advertising style of cosmetic brands?
In low-context cultures like Germany, the focus is placed on the individual, using explicit statements and direct communication to highlight product benefits and value propositions.
What characterizes the positioning strategy in high-context cultures like China or Japan?
Positioning in these cultures emphasizes collectivism, close relationships, and non-verbal communication, often utilizing storytelling and implicit messages rather than solely relying on direct, text-heavy explanations.
What role do celebrities play in the analyzed cosmetic marketing strategies?
Celebrity marketing is used to enhance brand authenticity and purchase probability; in low-context cultures, they represent individual achievement, whereas in high-context markets, national celebrities are often chosen to foster identification with the country of origin.
- 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
