How do culture and global brand strategies influence consumer identity?
FIRST REASON- Cultural Differences Impact Branding: Cultural differences are indeed a major factor that has an impact on the success or failure of a brand. As brands enter different cultures, it becomes imperative for them to carefully tread the standardization-customization continuum wherein they not only manage to retain the inherent brand identity which is the very reason for their acceptance across markets, but also adopt the brand elements (images, advertising, channels, and others) to appeal to the local tastes and preference of customers. SECOND REASON- Weave The Brand Into The Cultural Fiber: The increasing popularity of the Internet offers brands a very powerful tool to involve customers and bring the brands closer to the local culture by providing them a platform to interact with the brand in their (customer’s ) terms. Creation of online discussion groups, and online brand communities is a firm step towards co-creating brand value with the customers. By weaving the brand essence into the societal fiber, brands can leverage cultural differences to their advantage. THIRD REASON- Understand The Consumption Patterns: Individualistic and collectivistic cultures tend to be the two ends of a continuum. Individualistic cultures support customers to make consumption decisions based on their personal choice, at an individual level. On the other hand, collectivistic cultures support customers to make consumption decisions on a group level (family, extended family, network of friends and even community).
Culture is usually the way of life for certain people living in certain contexts and these have social norms that they subscribe to. For example the Western world has a culture of Capitalism and laissez-faire which has been around for centuries now. What's important to understand is that after this shift in ideology from the time of the Industrial revolution when society's structures changed, there was a shift in ideology too. Now we are a liberal country and the premise of all the identity in the West is based on Liberal thinkers and thought. Thus it is inevitable that culture which is extrapolated from this ideology is what makes some country's more economical and so seem more successful. Same goes with global brand strategies which allign with this idea of capitalism making more, globalisation and the interconnected world market which makes labour so much more easier and convenient. There's so much more to this question.
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