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January 31, 2023
The Impact of Culture on Branding Done by the Brands
Culture is an important factor that has a direct impact on media communication. Consumers tend to follow certain consumption patterns depending on the underlying cultural philosophy. Successful brands intentionally adopt their brand strategy in line with this cultural philosophy. They weave their brands into the fabric of local culture. The process of being culturally relevant and creating a connection with the local market helps them build a powerful brand identity
Blending with local culture
In advertising communication, it is really important to keep the brand at the centre of it and tie brand affiliation to the culture and lives of local people. It helps to build brand awareness and drive cultural relevance, specifically at the point of sale. Famous international brands like Hindustan Unilever (HUL), albeit arriving from different cultures, successfully blended their brand persona with local emotions. It also assisted them in imprinting the products on the minds of consumers. “Dumb Charade” and “Holi Ad,” made by the agency Carlos Creatives for Hindustan Unilever’s product “Surf Excel,” won the Kantar Creative Effectiveness Award (CEA). It happened due to the strong emotional insight evoked through images and sound in advertising communication. It becomes quite simple to engage with your consumers and inform them about your product by collecting culturally rooted local stories. Brands can win only if they attune themselves to the local conditions.
Standardization and Customization
Maintaining the classic branding rules helps the brand build a standardized brand identity. It is quite useful to attract prospective customers while operating in the native market. However, once they enter different cultures, they must customize their identity while remaining consistent with a standardized one. It includes an adaptation of brand elements such as images, advertising, channels, and others to appeal to the local tastes and preferences of customers. The task is to fit the brand essence into the societal fabric of local culture. The brand can capitalize on cultural differences by implementing researched and effective brand communication.
To conclude, below are the cultural factors that impact branding
Any brand needs to localise the brand experience using effective communication tools. Language, culture, education, geography, and culture are the factors that influence branding communication. In today’s world, the formation of online discussion groups and online brand communities can aid in the co-creation of brand value with customers. For this purpose, a branding agency in Pune like Zest Creative can help you build an effective digital advertising strategy.