National Culture and Blocks and Elements of Brands - Essay Example

NATIONAL CULTURE AND BLOCKS AND ELEMENTS OF BRANDS Introduction Culture can be described as set of practices, conduct, customs and conventions which are practiced by a specific group of people or region. Likewise, culture can be said to be the characterization of a groups of person’s goals of given period of time. Therefore, national culture can be described as the practices that are considered delineated in a specific group. National culture is responsible for influencing all the cultural settings which are being practiced by human beings and brings them together by giving out a common identity to the groups of people in question. Conversely, a brand can be described as a sign or symbol which is used for the purpose of easy identification of a product or services from other products and services produced by other companies. A brand plays the role of selling a product or service as strong brands are considered to be always successful in the market (Barlow& Stewart, 2010). A good example of brand is that there are different companies responsible for creating mobile phones, however each company has its own name (Samsung, Nokia and Apple), and these different names are brands which are used to show the differences in the mobile phones (Fournier, 2012). Therefore, this paper examines the relationship existing between different elements of culture to different blocks of brands and elements of brands. Relationship on National Culture and Building Blocks of Brands National culture is a core of societal all through the way and can be traced back to a long intellectual history by human beings. The early social theorist, scientist and philosophers were concerned with the impact and consequences of national culture in building blocks of brands. Interestingly, the relations between national culture and building blocks of brands have been a necessity of political, religious, scholarly and popular discourse (Aronczyk, 2013). The importance of the relationship between the two is basically based on national culture and fate of building blocks of brands. However, in most instances when it comes to building blocks of brands, national culture rarely a factor considered as a variable (Corsi & Dulieu, 2013). An analysis the language used in a country has a lot to say about the imageries used by different organizations and person living within the country. Most individuals using imagery as blocks of brands always engage and take into consideration the elements of national culture. A good example is that when a person or business uses an imagery to build his block of brand on an item or service, such things like the language, religion, non verbal and high vs low context culture are always involved in the design of the imagery. A good example is that brand USA which is a block of brand in the United States incorporates elements of language, religion, and non-verbal language and high vs low context culture to build the USA brand based on marketing the USA to different parties by telling the USA story to promote different aspects within the country like tourism, trade amongst other sectors (Christiansen, Yildiz& Yildiz, 2014). Secondly, national culture has an impact on performance as a block of brand because it affects the rate and level of how things are being done in the country. Language as a national culture affect the performance of different sectors , because when individuals within the country have one unifying language, then the rate or decision making process in different sectors is greatly influenced as individuals tends to understand each other thus better the task which they are expected to accomplish. When the national language is used as a unifying factor of the different citizens present in the country, then performance as a block of brand is greatly influenced as there is understanding and communication within all major sectors and departments within the country. A good example is that when organization hires Chinese employees who are not well acquainted with the national language. Communication with them may be a challenge as it would require an interpreter at all times to relay what both parties are saying and in such an environment performance can not be achieved. However, when an organization considers certain elements of the national culture like language and values or cultural context when selecting its employees, then chances are high that performance will be achieved at different sectors of the organization as communications is simplified (Woodside & Martin, 2008). Different elements of national culture affect feelings as a block of brand. Patriotism which is love for ones country is a feeling that can only be achieved when different groups and races present within a country enjoys and participate in the elements of national culture which are language, religion, non-verbal language and high vs low context culture. This is because for national culture to elicit same feelings within its citizens, various elements of national culture should act as a unifying role because when citizens of a country share the same language or religion , they are attached to each other thus care for each as there is bond uniting them. A good example of this is that during the 9/11 on the US, all citizens shared the same feeling of loss because they saw those who lost their lives during the attack as part of them as they were united as one under the different elements of national culture present within the country. Likewise, when an organization employees who are constantly displaying emotions rather than communicating, then value in the organization is reduced because the employees will allow their feelings to stop them from accomplishing their task (Cornuel, 2005). Different elements of the national culture are responsible for creating judgment as a block of brand within the country. Judgment of different individuals is always based on the perceptions of individuals towards something. When the national culture acts as unifying object for citizens or businesses within a country, then judgments placed by different parties are always influenced towards one direction. A good example of this is that Americans may prefer their own products and services over those availed by other countries. This is normally so because of the role played by different elements of national culture. When citizens in a country share the same language, religion, non-verbal language and low vs high context culture, loyalty or brand image is developed amongst the citizens as they understand themselves better therefore when issuing judgments of things like products or services, they tend to prefer those produced or availed by individuals they know and identity with over those which they do not identify with. Likewise, in marketing, a successful marketer is one who has an awareness of the national culture being practiced by his targeted group as this will assist in making accurate judgments while selling his brand to an audience. Lastly, different elements of national culture are responsible for developing resonance as a block of brand. When a country’s national culture is characterized by violence, the citizens themselves are characterized by violence in everything they do and this do not always augur well as it affects effectiveness of decisions making and production of different products and services. An example is that the national culture of the Russia is characterized by violence in different processes within the country. Therefore, citizens within the country are characterized by resonance in different sectors of their daily activities. This is because Russians language and high and low context culture are always grounds for violence. This simply means that the Russians are citizens whom their understanding of things and situations are limited. An example would be that when you abuse or say impolite words to a Russians, he or she will react in a violent form like abusing of physically abusing you. Likewise, in a country like China where corruption is highly punishable, citizens are characterized for being less or not corrupt because of the consequences stipulated by the national culture. This means that their national culture has played a big role in influencing them on the crime on being corrupt; therefore they can be described as uncorrupt citizens (Kotler, Keller, & Lu, 2009). Relationship between Elements of National Culture and Elements of Brands Elements on national brand can be considered as national identity elements which are deigned to be touchable, healthy, communicable and useful in different aspects. Therefore, elements of national brands like URLs, logos, characters, slogans, jingles and packaging are considered as identities which are touchable, robust, communicable and useful in different aspects. Different elements of national culture play crucial rule elements of brands like creation of the URLs. When organizations are creating their uniform resource locator for their businesses, they base their design on the language, non-verbal language and high vs low context of national culture. An example is that if you have ever used a world wide web, when you dial a character, you are given options to select on what you want to write or browse on the internet (Spector, 2000). Most countries have designed their URLs to first show the commodities they want to promote among their citizens before showing other products and services in different regions or countries. The use of good language as an element of national culture has positive outcomes to marketer. This is because good language use in marketing has the power to attract audiences’ attention and taps into their curiosity. This creates a feeling of wanting to know more of what the marketing is presenting and end results is that they are always influenced into purchasing the products or services being offered by a marketer. A good example is marketer promoting his products or services may decide to attractive titles through the use of well designed language. This attracts most audiences because through use of appropriate and attractive languages in titles, the marketer highlights to the audiences what they can expect to obtain from the product or service being marketed (Chevalier & Gutsatz, 2012). Different elements of national culture also play a key role in the design of logos used in various organizations or business. Good logos emulate national culture which is centered on discipline and unity. Logos which are not appealing like for example using a logo of naked completely naked people to market a product like tourism can not appeal to the targeted audiences because the organization has not used their national culture in respecting manner. When a company or business is based in a particular state, in most instances you will discover that the logo in use for such things like vehicle or organizations are based on the logo of the state. This takes into consideration such things language and religion of the chosen state (MüHlbacher, Dahringer & Leihs, 2006). The main aim for this is to identity the targeted audiences to the different elements of national culture they share. A good example is that business may decide to use a logo which has both symbols of language, religion and high and low context culture used in national culture to identify themselves from other competitors present in the market. By designing ones brand logo in a manner that it takes and applies the different elements of national culture like low vs high context culture, audiences are appealed by the logo and they are influenced to stop and have a look at the message passed by the logo leading to increased value for an organization. This is because the logo displays the whole essence of the business and through this customers can predict the value they get when they purchase a product or service (Goyal, 2014). Likewise, elements of national culture can be used to in designing of character as an element of brand. This may involve the use of high vs low context culture to display openness to experience found in the brand character. This is specifically appealing because it makes the targeted audiences to appreciate their culture and in the process and increase in the sales of a product or service as the level of purchases would be high. Language may also be used to show self discipline in the brand character as information presented to the public will be organized. Religion may be used in designing character as an element to exercise agreeableness on a product or service as the targeted audiences will find themselves compassionate towards the product or service being marketed by an organization (Amis, 2005). Practically in all marketing cases slogans which is an element of brand is related to national culture because language as an element of national culture is always used to create simplicity in them. Good slogans which incorporate the elements of national culture have a high potential of selling and creating awareness because the national culture is brings together audiences as they unified in their manifestation of the importance of respect communicated by a slogan. A slogan which can not be understood by a majority of the audiences is not effective because it does not have the desired effect. It lacks discipline and therefore can not perform the function of unifying different customers or targeted audiences. A good language ensures that the slogans used by an organization in such cases like marketing is simple thus conveying simple messages which are easy to remember by all. When religion is engaged in the design of the slogan, the brand which the slogan represents is enhanced as targeted audience views the slogan a good neighbor who will always be there to tell them when things are going well or not working. Likewise, none verbal language may have a lasting impression on the slogan as most individuals are always keen to identify with such things like signs or images. They create tagline on product or service which makes the targeted audience really interested in what value of the product or service being offered (Bashe, Hicks & Ziegenfuss, 2000). National culture is also important in the design of jingles and packaging. This because most slogans which applies rhythms or can be sang in a slogan always gets the targeted audiences interested in the product or service being offered because the audiences finds it very easy to remember the messages passed through songs or rhythms. On the issue of packaging, national culture plays an important role because when patriotic audiences are targeted by products or services, they always keenly examine to see the elements of their national culture which are present in the packaging. When a marketer target an indigenous community like the Mexicans with a product or service, the packaging of the item will greatly influence their behavior in either purchasing or not purchasing the item. However, when the packaging has information written in their national language, they will pick an interest in the product or service as they language will act as unifying role between the items being offered and customers. A good example is that customers always share a notion that home made products or services are reliable because of the ease of obtaining them. Therefore, when a marketer packages his products or services displaying the locations of the manufacturing, customers are always influenced into buying the products offered as they attracted to such things like country logo used in packaging (Pearl, 2011). Conclusion In conclusion, national culture, elements of brand and building blocks of brand co-exist to create value to any organization or persons who applies both elements. A seen, language which is an element of national culture comes out as mirror of culture because of its significance in branding. It is a necessary tool required to achieve an effective block of brand and elements of brand by different organizations in a marketing scenario. This is because the use of national language in market has superior effects on buyer behavior than just the use of simple words. Likewise religion is also important in the marketing world because for marketer to succeed in market which is considered to be diverse, he or she is required to be acquainted to various dissimilar beliefs practiced by the targeted audiences. A good brand has to take into consideration the both the high vs low context culture and religion to ensure that the products or services being branded are not objectionable to the targeted audiences. Moreover, low vs high context culture determine the techniques through which a marketer communicates with other parties involved in a market scenario. A good knowledge of the low vs high context culture by a marketer results to increased value in an organization because it enables the marketer to build a relationship with both parties present and targeted by his product or service. Elements of national culture have greatly influenced individuals in different managerial positions within organizations. This is because it has imparted them with cultural awareness which is a necessary tool for managers who plans on expanding their organizations. Today, the problem experienced by most organizations is the huge communication challenges and barriers experienced by employees. This is because of such things like sourcing for employees from other countries who do not share the same national language with that used by employees within an organization. The end results are always barriers to communications as ideas can not be freely shared leading to barriers in the process of decision making. However, for managers who are culturally aware, they have strived to beat the barriers of communication within their organizations by simple introducing elements which simplify the communication process leading to more motivated employees within an organization. Likewise in brand promotions, managers are required to into account models that consider aspects relations like communication and cultural values to create a brand which is culturally accepted and acknowledged by all. Bibliography ARONCZYK, M. (2013). Branding the nation: the global business of national identity. AMIS, J. (2005). Global sport sponsorship. New York, NY [u.a.], Berg. BARLOW, J., & STEWART, P. (2010). Branded customer service: the new competitive edge. [s.l.], Read how you want. BASHE, G., HICKS, N. J., & ZIEGENFUSS, A. (2000). Branding health services: defining yourself in the marketplace. Gaithersburg, Md, Aspen Publishers. CORNUEL, E. (2005). Vision for business schools. Bradford, England, Emerald Group Pub. http://site.ebrary.com/id/10103466. CHEVALIER, M., & GUTSATZ, M. (2012). Luxury Retail Management How the Worlds Top Brands Provide Quality Product and Service Support. Hoboken, John Wiley & Sons. http://public.eblib.com/choice/publicfullrecord.aspx?p=818410. CORSI, P., & DULIEU, M. (2013). The Marketing of Technology Intensive Products and Services Driving Innovations for Non-Marketers. New York, NY, John Wiley & Sons. http://nbn-resolving.de/urn:nbn:de:101:1-2014112722539. CHRISTIANSEN, B., YILDIZ, S., & YILDIZ, E. (2014). Handbook of research on effective marketing in contemporary globalism. http://site.ebrary.com/id/10907314. FOURNIER, S. (2012). Consumer-brand relationships: insights for theory and practice. GOYAL, A. (2014). Innovations in services marketing and management: strategies for emerging economies. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=647110. INFORMATION RESOURCES MANAGEMENT ASSOCIATION. (2015). Marketing and consumer behavior: concepts, methodologies, tools, and applications. KOTLER, P., KELLER, K. L., & LU, T. (2009). Marketing management in China. Singapore, Pearson Prentice Hall. KAPCHAN, D. A. (2014). Cultural heritage in transit: intangible rights as human rights. KOTLER, P., PFOERTSCH, W., & MICHI, I. (2006). B2B brand management. Berlin, Springer. http://public.eblib.com/choice/publicfullrecord.aspx?p=323128. PEARL, M. (2011). Grow globally: opportunities for your middle-market company around the world. Hoboken, N.J., John Wiley & Sons. WOODSIDE, A. G., & MARTIN, D. (2008). Tourism management: analysis, behaviour and strategy. Wallingford, UK, CABI Pub. MÜHLBACHER, H., DAHRINGER, L., & LEIHS, H. (2006). International marketing: a global perspective. London, Thomson Learning. SPECTOR, S. (2000). Prague Territories National Conflict and Cultural Innovation in Franz Kafkas Fin De Sicle. Berkeley, University of California Press. http://public.eblib.com/choice/publicfullrecord.aspx?p=223492. Read More