Should Brand Design Using Brand Personality Be Adapted To The Cultural Differences Of International Markets
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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.
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.
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 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.
10000 Chatgpt Prompts For Digital Marketing Success
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Author : Nick Wishstone
language : en
Publisher: Nick Tsai
Release Date :
10000 Chatgpt Prompts For Digital Marketing Success written by Nick Wishstone and has been published by Nick Tsai this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Dive into the digital marketing revolution with "10000+ ChatGPT Prompts for Digital Marketing Success: Leveraging AI to Elevate Digital Marketing Efforts, Generate More Leads, and Close More Deals." This comprehensive guide is your indispensable resource for harnessing the power of AI in your marketing strategies, offering a treasure trove of over 10,000 prompts designed to innovate your approach, captivate your audience, and skyrocket your sales. In today's fast-paced digital world, staying ahead of the curve is crucial. This book is meticulously crafted to help marketers, entrepreneurs, and businesses of all sizes break through the noise, connect with their target audience more effectively, and drive unparalleled growth. Whether you're looking to refine your social media presence, enhance your content strategy, master paid advertising, or explore the frontiers of AI in digital marketing, this collection has something for everyone. "10000+ ChatGPT Prompts for Digital Marketing Success" not only guides you through leveraging ChatGPT for content creation and strategy development but also dives deep into applying AI for analytical insights, optimizing ad campaigns, and personalizing customer experiences. From organic reach and influencer marketing to the nuances of e-commerce and lead generation, this book covers the entire digital marketing spectrum. Key Features: Over 10,000 Innovative Prompts: Unleash your creative potential and explore new strategies with prompts covering every aspect of digital marketing. AI-Powered Techniques: Learn how to integrate AI tools like ChatGPT into your marketing efforts for analysis, creativity, and efficiency. Comprehensive Digital Marketing Insights: From social media to SEO, paid advertising to email marketing, get up-to-date tactics that work. Practical Guides and Strategies: Step-by-step guides on implementing the prompts and strategies to generate leads, nurture them effectively, and close more deals. Adaptation to Various Niches: Tailor these prompts to fit your specific industry needs, ensuring relevance and impact. Whether you're a seasoned digital marketer looking to enhance your toolkit or a newcomer eager to make your mark, "10000+ ChatGPT Prompts for Digital Marketing Success" offers the insights and tools you need to succeed in the digital age. Embrace the future of marketing—let AI be your guide to reaching new heights of success and innovation.
Beyond Aesthetics The Science And Soul Of Product Design
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Author : Prof. Shoeb Iqbal Khan
language : en
Publisher: Inkbound Publishers
Release Date : 2021-08-21
Beyond Aesthetics The Science And Soul Of Product Design written by Prof. Shoeb Iqbal Khan and has been published by Inkbound Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-21 with Design categories.
Journey into the science and soul of product design, exploring how aesthetics and functionality merge to create impactful products. This book offers insights into design thinking, processes, and innovations that shape the products we use every day.
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace
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Author : Alcántara-Pilar, Juan Miguel
language : en
Publisher: IGI Global
Release Date : 2015-04-30
Analyzing The Cultural Diversity Of Consumers In The Global Marketplace written by Alcántara-Pilar, Juan Miguel and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-30 with Business & Economics categories.
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Brand Personality
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Author : Iva Rakocevic
language : en
Publisher: GRIN Verlag
Release Date : 2011-10
Brand Personality written by Iva Rakocevic and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10 with Business & Economics categories.
Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.
Brand Management
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Author : Michael Beverland
language : en
Publisher: SAGE Publications Limited
Release Date : 2024-03-23
Brand Management written by Michael Beverland and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-03-23 with Business & Economics categories.
This popular textbook introduces students to contemporary brand management and innovation with a focus on how companies and consumers are interacting and co-creating brands today. The latest edition continues to provide equal focus on theory and practice with all new case studies and examples from brands around the globe to help show the wide range and diversity of brands and consumers today. These include Glossier, Lovehoney, Whisper, Shinola Detroit, Trung Nguyen, Shatta Wale, Tony’s Chocolonely. Also included are updated research references and online resources, as well as a brand-new chapter on the creative aspects of branding from naming to logos and experiences. This textbook is essential reading for all students studying branding and brand management at university level. Michael Beverland is Professor of Brand Marketing at University of Sussex Business School. Pinar Cankurtaran is Assistant Professor of Brand Strategy at the Faculty of Industrial Design Engineering, Delft University of Technology.
Brand Gender
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Author : Theo Lieven
language : en
Publisher: Springer
Release Date : 2017-10-06
Brand Gender written by Theo Lieven and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-06 with Business & Economics categories.
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
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 - 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.