Cross Cultural-Article 1

8/3/2019 Cross Cultural-Article 1

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Cross Cultural Influences On Brand

Identity Impressions

Submitted By:

Akanksha Singhal

Ankita Negi

Karan Aggarwal

Shringar Bhuwania

Swapneela Biswas

VS


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Agenda

Theoretical Background And Content Of Paper

Methodology And Analysis Section Of Paper

Key Findings

Discussion And Limitations

Managerial Implications


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Theoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

What Is Brand Identity?

PROPERTIES

Restaurant faade

Color Scheme & Dcor

Indoor Ordering

Dining area

Lighting

Restroom facilities

PRODUCT

Menu item Names

Portion size

Food Appearance

Smell/ Taste

Ingredients

NutritionAssortment

PRESENTATIONS

In store place settings

Take out Packaging

Employee Appearance

Efficiency

Courtesy

PUBLICATIONS

Consumer Advertising

Web pages

Outdoor Signage

In store promotions

Trade characters

CUSTOMERIMPRESSIONS


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Theoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

Cultural Impressions

Global Identity Expressions

Standardization to achieve economies of scale in marketing

Restaurant signage, store layouts, trade characters, customer service

interactions

Localized Identity Expressions

Offerings congruent with local expectations

Menu offerings influenced by cultural values like Maharaja Macs for MacDIndia, Teruyaki Burgers for Japan

Advertising, outdoor signage, in native language

Cultural Frames of Reference

Beliefs

Values

Norms

Customs

Lifestyles

Competitive Standards

Level of economic development


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Challenge and the goal.

Of marketing management.. Managing brand identity internationally

Adjusting identity elements ( the 4 Ps ) to local consumer response

Retain the advantages of global image


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Theoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

Chinese American

PDI high level of inequality of power and wealth

within the society >

>

greater equality between societal levels,

including government, organizations, andeven within families

IDV close and committed member 'group', be

that a family, extended family, or extended

relationships

collectivist culture

0.8) for all the

items

Higher internal consistency due to better

questionnaire administration

US Cronbach Alphas were higher except

for product

Foreign bias and tendency of giving more

socially acceptable answers among the

Chinese

Findings: Brand Identity Analysis and

Comparisons


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Theoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

Findings: Satisfaction, Future Patronage and

Brand IdentityFindings Underlying reasons

Chinese were more satisfied for food and

more likely to visit again

Better brand impression among the

Chinese

Strong correlation between satisfaction

and future patronage, but larger for US

Brand identity is a bigger driving force for

US consumers

For the Chinese, more number of property

and presentation identity elements were

highly correlated with satisfaction

Chinese prefer the Western dining

experience

For US, more number of product and

publication identity elements were highly

correlated with satisfaction

US consumers are more influenced by

product and advertising


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1. Just One Method To Conclude

Only comparative method was used to conclude the resultsthrough just one questionnaire. Other investigative tools or

methods like interviews, observation or focused group

methods could have been used to have more confident results

2. Interpretation With ReasoningThe results are interpreted but the reasoning behind it should

also be seen in details. For example: From the findings it is

clear that females are more likely to visit KFC in both US and

China. In China: safe haven and in US: Family Food

Procurement

3. Lack Of Diverse Sample

The studys objective was to understand the brand impressions

in whole of China and US but sample selected was only college

students. The sample is thus skewed. Instead people from all

age groups should have been selected like children, familymembers etc.

Theoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

Limitations


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4. Cultural Frame Of Reference

There lies a difference in the results but there are many

variables like cultural background and different competitors in

both countries which should also be seen. The decor, service

etc of KFC is different for Chinese but in USA it is of same

standards with many others. Thus newnessfor China.

5. Different Product growth cycle

In China the company is in growthstage whereas in USA it is in

maturestage. The image of KFC is unhealthy, high-calorie junk

food restaurant while in China it is perceived as modern.

6. Courtesy Bias

To please the investigators and being bore courteous the

Chinese people might have given answers which are more

acceptable and less frank. This would result in inflated results.

The presence of California university letterhead in

questionnaire design might have communicated a desirable

foreignness in Chinese people.

LimitationsTheoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations


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ImplicationsTheoretical

Background

And Content

Of Paper

Key Findings

Methodology

And Analysis

Section Of

Paper

Managerial

Implications

Discussions

And

Limitations

Cultural

Frame of

Reference

Global

BrandIdentity

Consumers Reinterpreted

LocalizedBrand Identity

Challenges of a global brand manager:

Be flexible enough to adapt to new cultures

Appreciate and adapt to the common practices of the

different cultures to succeed in doing business in foreign lands

Adjust one or more of the four brand identity elements to

maximize local consumer response without sacrificing the global

image

Try to standardize identity expressions to achieve economies of

scale; standardized identity elements can change local consumer

cultures


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Thank you for your attention.Any question?

Documents

Cross Cultural-Article 1