CULTURAL ISSUES IN

BRANDING
Presented By,

 ABHINAV CHAUDHARY
 AMAL JAIN
 AYUSH ANSHUMAN MISHRA
 DIKSHA LATH
 NADEEM AKHTAR
 SUDHANSHU RANJAN CHANDRA
INTRODUCTION

 Branding is an advertising practice in which an organization makes a name, image or design that is effectively
recognizable as having a place with the organization.

 Branding is important because not only it makes a memorable impression on consumers, but also allows
customers and clients to know what to expect from the company.

 Eg: Starbucks- Their success is attributed to real customer experience around coffee consumption. The
emphasis is on classy design, cozy atmosphere, custom-made coffee, friendly staff, and fast service.

 ZARA - It is focused on changing in accordance with consumers, spread across various societies and age
gatherings. They emphasis on these guiding principles: beauty, clarity, functionality, and sustainability
ISSUES IN BRANDING

Idea Failure
Technology Failure
People Failure
Culture Failure
Extension Failure
CULTURE
 Culture is defined simply as the learned distinctive way of life of a society.

 Culture is shared by a group of People.

 The dimensions include:

The social organization of society, Religion, Customs and rituals, Values and attitudes towards domestic and
international life, Education provision and literacy levels, languages etc.
Importance of culture in branding

 Culture impacts every aspect of the society.

 International trade is booming. Brand and Products originating from one country are finding enthusiastic
acceptance in others and every country has its own traditions, cultural, norms and taboos.

 Think of culture and branding like a long-term relationship.

Consumers are seeking long-term relationships with their favorite brands and have a connection with the
company well beyond the products themselves.

 Culture also influences the management decisions and all business functions from accounting to promotion.
Impact of culture in branding

 Culture differences impacts branding.

 Weave the brand into the cultural fiber.

 Understand the consumption patterns.

 Importance of culture in branding

Factors affecting brand across culture

 Language
Language differences can be a challenge for marketers designing campaigns, product labels, brand
and product names, tag lines, and so on. 
E.g.: -  Toyota’s Fiera proved controversial in Puerto Rico where ‘fiera” translates to ‘ugly old woman’.

 Customs and Taboos

All cultures have their own unique sets of customs and taboos.
E.g.: -  in Japan, the number four is considered unlucky
Factors affecting brand across culture
(Contd..)

 Values
Values are part of the societal fabric of a culture. Values are also learned through experiences.
E.g.: -  In United States, tend to be individualistic and make many purchasing decisions based on their
own personal preferences unlike japan.

 Business Norms
Business norms vary from one country to other that may present challenges to outsiders not used to
operating according to the host country.
E.g.: -   In China, many rounds of toasts are customary as part of formal dinner meetings unlike middle
eastern countries.
Factors affecting brand across culture
(Contd..)

 Religious Beliefs and Celebrations

It is important for marketers to understand the influence of religion on consumer culture in the markets where
they operate, so that their marketing activities can be appropriately aligned.
E.g.: - festival seasons tend to be prime shopping seasons OR Jews and Muslims consider pork unclean.

 Colors and symbols

The psychology of color as it relates to persuasion is one of the most interesting and most controversial aspect
of the market. E.g.: -
SOME EXAMPLES OF CULTURAL
ISSUES FACED BY COMPANIES.
 Schweppes failed in Italy
• When expanded to Italian Market, Tonic Water has different meaning in
Italy.

• .Reason: Different meaning in Different Language.

Hallmark’s Failure in France

• In France, People proffered written messages on their own cards.
• French dislikes Syrupy sentiments and Pictures.
• After a few months Hallmark admitted defeat and withdrew its brand.

• Reason: Different Values and Belief

 Revlon
• When Revlon expanded to Brazil, they faced disaster as they Overlooked
customs and beliefs.
• They Launched a perfume with the aroma of Camellia
• Needed to recall back their product which involved Spent extra time, effort,
money.

Nike
• Nike offended Muslims in June 1997.
• The “flaming air” logo for its Nike Air Sneakers looked to similar to
the Arabic form of God’s name “ Allah”.
 Pepsi
• They meant : “Pepsi brings back to life”
• Translated by Taiwan as “Come out of the grave alive with Pepsi” and ” Pepsi
will bring your ancestors back from the grave.”

Clairol Mist failed in Germany

• When Clairol launched its ‘Mist Stick’ curling Iron in Germany, the
company apparently had no idea that ‘Mist’ was a slang term for Manure
in Germany.
 Failure of Kellogg’s in India

• Western Product ( Cereal Category)

• Major reason for Kellogg’s failure in the Indian market was the fact
that the taste of its products did not suit Indian breakfast habits.

Heineken
• In 1994 World Cup, bottles of Heineken beer displayed the flags of
all Participants in Soccer’s Biggest tournament, including Saudi
Arabia.
• Saudi Arabia’s flag shows a verse from the Quran, Islam’s Holy
Book.
.
How to Overcome Cultural issues?

Understand the scope of cultural barrier

Cultural blending in the organization

Get exhaustive information about the

cultural context

‘Put yourself in the shoes’ of the

other party
How to Overcome Cultural issues?

Seek relationships, not transactions

Structure of society & how

people communicate

Avoid Ethnocentrism

Avoid the Self-Reference Criterion:

THANK YOU