scholarly journals An Analysis of the Influence of Traditional Auspicious Patterns on Modern Totem Design in Brand Culture Construction from the Perspective of Function

2014 ◽  
Author(s):  
Jiefang Yu
Keyword(s):  
Brand Culture

scholarly journals A COMPARATIVE ANALYSIS OF ADVERTISEMENT CONTENTS OF SELECT FMCG PRODUCTS OF INDIA AND WESTERN COUNTRIES

2020 ◽  
pp. 360-370
Author(s):  
Dr. Kushal De ◽  
Nandini Mitra
Keyword(s):  
Comparative Analysis ◽  
Target Population ◽  
Competitive Market ◽  
Potential Customer ◽  
Western Countries ◽  
Brand Culture ◽  
Product Features ◽  
Future Success

Advertisement is the best medium for any business to attract, educate and stimulate its potential customer and thereby, push through actual sales.In today`s world, advertisement not only creates demands for the product but also successfully creates needs and attracts the customer towards created needs. A successful and creative advertisement not only establishes the product but it also establishes the brand for its future success. Survival in a competitive market depends on the level of trust, confidence and loyalty of customers which are usually created and sustained through advertisements.The challenge is huge for MNCs as they have to adjust their message, contents, features and timing according to the land, its culture, its beliefs, its likings and disliking, its taste and preferences and so on.The present study makes a comparative analysis of the advertisement contents of FMCG products between India and Western countries. From the research, it is clearly found that the contents, visuals and messages are planned and designed to cater socio cultural demands of target population. The advertisements emphasize on core product features in both places in general but there are subtle differences in content of messages. KEYWORDS: advertisement, customer, brand, culture, preference, interest.

Evolution of Brand Culture

2019 ◽  
pp. 66-84
Author(s):  
Sudhir Sharan ◽  
Suneel Kumar Prasad
Keyword(s):  
Life Cycle ◽  
World History ◽  
Business Success ◽  
Business Firm ◽  
Brand Culture ◽  
The World ◽  
Unique Identity ◽  
Single Attribute ◽  
Antecedents And Consequences ◽  
The Mind

This chapter is the result of a deep-seated question in the mind of the authors- What is the essence of a business firm? The search of answer led the authors from insight to insight and at one point it became clear that roots of business success are deep into the world history. Related to realization above and based on the wider knowledge about business was the second question: What single attribute of a business entity contained most of its essence? In other words, when a business is born, what factors impart its unique identity? These questions appeared significant and set the authors to explore title theme, that is, the story of journey through centuries of history. The focus was on two separate forces which become infinitely intriguing when brought together: brand and culture. This chapter is a brief story of the antecedents and consequences of (both qualitative and quantitative) differences in brand culture and its ability to shape the life cycle of specific organization.

scholarly journals From the Car Style Pregnancy towards the Brand Country Origin Recognition

2019 ◽  
Vol 1 (1) ◽  
pp. 3901-3910
Author(s):  
Jean-Bernard Bluntzer ◽  
Egon Ostrosi
Keyword(s):  
Cultural Identity ◽  
Automotive Industry ◽  
Country Of Origin ◽  
End User ◽  
Design Features ◽  
Brand Culture ◽  
Novel Method ◽  
Cultural Aesthetics ◽  
The Relationship ◽  
Origin Recognition

AbstractIn the modern automotive industry, a car's style clearly defines its brand. In the context of globalization, a question has recently emerged concerning the relationship between a country's culture and the car style of a particular brand. The style is one way to place car morphologies into a meaningful structure, called the “telling structure.” This research hypothesizes that a stylist tries to compress a car's form and make it a refined unicum that is streamlined with some inherent features, which express a brand's cultural aesthetics. Using the cognitive paradigm that an end user transforms explicit references into implic-it references and that the telling structure of a car's design features influences the recognition of the brand, this research demonstrates a novel method to ad-dress this hypothesis. Results from this study show that there is a relationship between the brand's country of origin and the perceived recognition of a car. However, a country's brand culture is not always represented by the style of the cars. In particular, the results indicate that some cars can actually lose their cultural identity, especially in the context of a worldwide market.

Siding with vinyl: Record Store Day and the branding of independent music

2015 ◽  
Vol 20 (6) ◽  
pp. 585-602 ◽  
Author(s):  
Eric Harvey
Keyword(s):  
Financial Risk ◽  
Ethical Decision ◽  
The Political ◽  
Record Industry ◽  
Political Subject ◽  
Independent Music ◽  
Brand Culture ◽  
Music Consumption ◽  
Media Formats ◽  
Commercial Platform

In response to the digitization and corporatization of the record industry, Record Store Day brands music consumption as an ethical decision, coordinating the release of exclusive vinyl records to independent, locally owned retailers and framing an engineered collectors’ market as an annual holiday. In this article, I evaluate Record Store Day as an ambivalent brand culture – a perspective highlighting the affective and relational components of brands without privileging exploitation or authenticity. At once, Record Store Day is a commercial platform for the development of media ideologies and political subject positions on independence and a capitalist operation that compartmentalizes its corporate intermediaries and offloads financial risk onto small stores. Record Store Day’s success suggests that ambivalent brand cultures provide a productive framework through which to analyse the political and cultural possibilities of media formats and independent retail.

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