MANAGING THE MEANING OF BRANDS ACROSS CULTURES
소개글The question of how to market across cultures has been extensively researched and debated; should a multinational corporation (MNC) standardize or adapt to every market? There is no simple answer. There are four main strategies used by firms for international marketing: Local Concepts with Local Messages, Standard Messages with Different Product Concepts, Global Concepts and Messages (standardization), and Glocal Strategies. The question is which of these four different strategies poses the best solution to overcome the barriers of culture. However, there are two additional concepts which must be considered to arrive at a superior marketing strategy; the notion of identity and the notion of exoticism
목차MANAGING THE MEANING OF BRANDS ACROSS CULTURES
GLOBAL CONCEPTS AND MESSAGES (Q1)
NOTION OF EXOTICISM
NOTION OF IDENTITY
본문내용MANAGING THE MEANING OF BRANDS ACROSS CULTURES
LOCAL CONCEPTS AND LOCAL MESSAGES AND STANDARD MESSAGES WITH DIFFERENT PRODUCT CONCEPTS (QUADRANT 3 AND 4):
The arena of brand management has always taken consumer culture into special consideration while introducing the brand into the client markets. Wilson and Liu (2009) have deliberated that brand and culture should be considered separate disciplines despite their relationships having a very strong impact on each other. The term brand in regards to cross-cultural and cross-national standpoints has further been critiqued and theorized. Religion, culture and other socio-cultural factors directly influence brand strategic management. Branding has necessitated to a level of uniformity strengthening a brand through tools of marketing and advertising.
Hoecklin (1995) has conceptualized branding by dividing it into four quadrants (see Appendix A). Quadrant 1 (Q1) is meant for those products that are advertised through similar messages globally and contain product concepts in every market. Quadrant 2 (Q2) has been categorized under local message adaptation and is meant for global advertising. Quadrant 3 (Q3) focuses on local product concepts for client markets by stereotyping the product concept, as well as the messages that are developed for promotion in order to make the product successful.
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