German International Companies In The Portuguese Market The Impact Of Cultural Differences On The Brand Personality
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German International Companies In The Portuguese Market The Impact Of Cultural Differences On The Brand Personality
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Author : Juliane Couto
language : en
Publisher: GRIN Verlag
Release Date : 2017-09-25
German International Companies In The Portuguese Market The Impact Of Cultural Differences On The Brand Personality written by Juliane Couto and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-25 with Business & Economics categories.
Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,2, Cologne Business School Köln, language: English, abstract: 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.
Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05 with Business & Economics categories.
Master's Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: "the set of hu-man characteristics associated with a brand" (Aaker 1997, p. 347). Aaker's brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
Cultural Differences In The Perception Of Brand Personalities
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Author : Martin Pydde
language : en
Publisher: GRIN Verlag
Release Date : 2009-05-29
Cultural Differences In The Perception Of Brand Personalities written by Martin Pydde and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-05-29 with Business & Economics categories.
Master's Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Anthropomorphization happens whenever human characteristics are imputed to in-animate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to en-courage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: “the set of hu-man characteristics associated with a brand” (Aaker 1997, p. 347). Aaker’s brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
Cross Cultural Brand Personality And Brand Desirability
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Author : Corinna Colette Vellnagel
language : en
Publisher: Springer Nature
Release Date : 2020-08-13
Cross Cultural Brand Personality And Brand Desirability written by Corinna Colette Vellnagel and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-13 with Business & Economics categories.
This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.
Should Brand Design Using Brand Personality Be Adapted To The Cultural Differences Of International Markets
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Author : Fe Feltes
language : en
Publisher: GRIN Verlag
Release Date : 2016-12-05
Should Brand Design Using Brand Personality Be Adapted To The Cultural Differences Of International Markets written by Fe Feltes and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-05 with Business & Economics categories.
Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Neu-Ulm (Wirtschaftswissenschaften), course: Brand Management, language: English, abstract: Global brands are probably the most obvious outcome of globalization. Many companies drive a global marketing strategy in order to stay competitive and to address a more diverse customer base. However, little research has been done on Brand Cultures and their personality in the international markets. Global brands are appealing from both the supply side and the demand side perspective. For the supply side for instance, they can create economies of scale, and scope in research and development. Whereas the demand side benefits from worldwide availability. Sony, BMW, Coca-Cola or Mc. Donald ́s are only some of the global brands that are known for being successful with their business throughout the whole world. Some of them stick to a more standardized international Brand Personality, which does not change in any way respective the individual markets. Others, like for example Nestlé with its world brand Nescafé, adapt their advertising messages according to the preferences of the country concerned. Both of these strategies seem to be successful. One hardly finds a definite answer to the question, whether to pursue maximum adaption or general standardization, when it comes to the complex task field of international Brand Planning. Also, the subject of Brand Design is barely mentioned in this context. These are the gaps, this term paper is going to fill.
Cultural Difference Between Germany And Brazil In A Business Background
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Author : Stonia Thorand
language : en
Publisher: GRIN Verlag
Release Date : 2022-01-12
Cultural Difference Between Germany And Brazil In A Business Background written by Stonia Thorand and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-12 with Social Science categories.
Seminar paper from the year 2021 in the subject Cultural Studies - Miscellaneous, grade: 1,3, , course: Data Science, language: English, abstract: The aim of this case study is to build a cultural guideline for the managers in a medium-sized mechanical engineering business in south Germany working in Brazil. The guideline is based on Hofstede’s, Hall’s, and Rotter’s concept to evaluate cultural differences between Germany and Brazil. Globalization is used to describe the interdependence of the world’s economies and cultures. These global interactions did reach its peak in the 19th century through technical breakthroughs such as steamships, railroads leading to an increase in human interactions throughout borders. Globalization did encourage the aspect of comparative advantage, meaning that each country can specify on products which require the least amount of resources. Trading these resources makes the production more efficiently, lowers the prize of goods and is daily practiced. Modern global economy makes intercultural cooperation indispensable for companies. International businesses face difficulties coming from a lack of intercultural understanding. Without the briefing on the cultural differences, misunderstandings and conflicts can occur easily. To keep up with the rising demand of intercultural interactions, it is mandatory to understand different cultures, values and their impact on the organizational operations within them. One of the most important tasks of a manager is to do the same task all over the world, but change how they do it. The strategy, structure, and actions suitable for the cultural background must change regarding the different cultural environment the manager is working at. In order to achieve organizational goals it is inevitable to adapt these aspects based on the socio-cultural environment. This goal can be achieved by cross-cultural management. Many studies have been obtained to answer conflicts arising from cross-cultural interactions. One aspect of addressing the roots of the cross-cultural conflicts is described by the dimensional approach by introducing multiple dimensions. Rotter defines national culture according to their locus of control (LoC) and uses a one dimensional model. Another approach to address cultural differences defined by Edward T. Hall does include the aspect of communication. The main focus here is on the verbal, as well as non-verbal communication and build on a three dimensional model. Hofstede explained the national culture according to a six dimensional model.
The Influence Of Culture On Brand Positioning Strategy
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Author : Guido Maiwald
language : en
Publisher: GRIN Verlag
Release Date : 2013-02-08
The Influence Of Culture On Brand Positioning Strategy written by Guido Maiwald and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-02-08 with Business & Economics categories.
Scientific Essay from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: In order to increase the saleability of a brand or product and at the same time to minimize the costs of production and advertisement, marketing companies or departments try to internationalize or ‘globalize’ production processes as well as marketing strategies. One challenge of these goals lies in differences between the mindset of consumers, being consequence of differences in culture. This work will focus the meaning of ‘culture’ and the question which ‘ingredients’ define culture. In the following chapters strategies of cross-cultural surveys within marketing strategies for brands and products will be examined.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE Publications
Release Date : 2013-08-27
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-08-27 with Business & Economics categories.
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
Global Marketing And Advertising
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Author : Marieke K. de Mooij
language : en
Publisher: SAGE
Release Date : 2005-03-08
Global Marketing And Advertising written by Marieke K. de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-08 with Business & Economics categories.
Praise for the First Edition `Marieke de Mooij′s insightful book on the cultural similarities and differences that exist among consumers in the global market place makes for fascinating reading ... Numerous examples abound throughout the text′ - Choice The Second Edition of this bestselling textbook explores cultural differences and similarities and shows how to apply this knowledge to the management of global branding and marketing communications. New to this edition: - Topics including culture and the media, the internet and global public relations - Consumer behavior is more extensively covered - Consideration of culture′s consequences for various strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications - Twice as many illustrations -both recent and classic advertising examples have been added.
A Cross Cultural Study Of Brand Personality And Culture In The U S Germany And Japan
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Author : Alana C. Anderson
language : en
Publisher:
Release Date : 2006
A Cross Cultural Study Of Brand Personality And Culture In The U S Germany And Japan written by Alana C. Anderson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Brand name products categories.