Does culture influence brands?

• 作 者: 李亚玲
• 机 构: 四川美术学院,重庆,401331
• 出 处: 青春岁月
• 发表日期: 2020年8期
• 关键词: culture global brand national identity brand pattern

Does culture influence brands, the answer is ambiguous and indefinite. As different people have different opinions, writer Healey Matthew (2008) thinks brands usually need to consider various aspects, like product, service, value(behavior), and vision. It is quite hard to decide which one is correct, because it’s depends on different brands and different situations. For example, the global brand, such as Starbuck, KFC, and MC Donald show the different marketing management methods and selling points in different countries, but the brand value did not change by them. These phenomena mainly because they are global brands, they need to keep their key brand value, while do some flexible adjustment in different markets. By comparison, some of national brands accompanying with their national identity, like language, iconic, and image, they do not need to do some changes in their visual pattern or market strategy, because their consumers are the local residents.