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Finance, Accounting & Economics
Global Business Management
Management, Leadership & Organisation
Marketing & Sales
Strategy
Technology & Operations

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Navigable Slide Index
  1. Introduction
  2. Global Marketing and Advertising
  3. Overview
  4. Global consumers in a global village?
  5. What is a brand
  6. Elements brand association network
  7. Coca-Cola adapts
  8. McDonald’s standard?
  9. McDonald’s Milan
  10. McDonald’s Japan, India
  11. McDonald’s China
  12. McDonald’s products
  13. McCafé Milan
  14. Many high value and trusted brands are local
  15. Historic symbolism in Japan
  16. Can branding models cross borders?
  17. Culture as an onion
  18. Use of symbols in packaging
  19. Understanding values
  20. Values are stable: satisfaction with life
  21. Categorizing and labeling cultures
  22. Hofstede’s dimensions of national culture
  23. Individualism-collectivism - “I” versus “we”
  24. Consistency need and its consequences
  25. Global brand positions across cultures
  26. Culture’s consequences
  27. The Dove campaign for real beauty
  28. Dirt is good proposition
  29. Package design Australia: textual
  30. Japan: visual
  31. Field dependency: Fruitella China
  32. Brand personality
  33. Brand personality traits across cultures
  34. Consistency and brand extension fit
  35. Brand equity
  36. Conclusions
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Topics Covered
  • Few global brands are universally successful; there are no global consumers in the global village
  • Brand are association networks on the consumers’ mind and consumers are not the same worldwide
  • Cultural differences influence consumers’ relationships with brands
  • Understanding cultural difference and categorize cultures with the help of models of national culture
  • Understand the consequences of culture for brand positions, brand personality and brand equity
  • How values of national culture influence design and acceptance of brand packaging
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Series:
  • Global Branding Strategies
Categories:
  • Global Business Management
  • Marketing & Sales
Bite-size Case Studies:
  • Localising a universal brand: Coca Cola, Nivea and McDonald's
Talk Citation
de Mooij, M. (2014, December 11). Culture and Branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved January 20, 2021, from https://hstalks.com/bm/2961/.
Publication History
  • Published on December 11, 2014


Embed in course/own notesEmbed Lecture

Culture and Branding

  • Dr. Marieke de Mooij – Cross-Cultural Communications Consultancy, The Netherlands
Published on December 11, 2014   35 min
 
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Other Talks in the Series: Global Branding Strategies

Building global brands Building global brands
25 min
  • Ms. Laura Ries
  • Ries & Ries, USA
Branding: how it works and why it matters Branding: how it works and why it matters
47 min
  • Prof. Robert F. Lauterborn
  • University of North Carolina, USA
Valuing Corporate Brands Valuing Corporate Brands
39 min
  • Mr. James R. Gregory
  • CoreBrand, USA
Managing brands in Asia Managing brands in Asia
48 min
  • Mr. Martin Roll
  • Venture Republic, Singapore
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Culture and Branding

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The Business & Management Collection

  • ISSN: 2059-7177
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