This document discusses how brand culture and rituals are influenced by and influence local culture. It provides examples of how brands have had to adapt to local cultures, such as De Beers promoting diamonds in India. It also explains how brands shape new cultures and influence behaviors, such as Coca-Cola creating the modern image of Santa Claus or MTV influencing youth culture. The document ends by stating that brands teach people how to aspire and make the best of life.
4. LOCAL CULTURE INFLUENCES A
BRAND
• De Beers had to change the mindset of the
Indian society while promoting diamonds. In
fact,De Beers is selling love
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5. Title
• Kellogs has found it very difficult to sell its
breakfast food in India on account of cultural
factors.
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6. BRANDS INFLUENCING CULTURE
• IBM is serious and sober. Apple is just
opposite.
• Nike wins at all costs. ‘Just do it’ is educative
• Singapore girls of Singapore airlines are from
nowhere else, but Singapore.
• Gucci presents its Italian pedigree.
• Basamati rice is typically Indian.
• Ferrari is the pride of Italy
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7. NEW CULTURE
• Virginia Slims make ‘women come a long way.’
• Body Shop is a cosmetic company whose products
are not tested on animals
• Coca-Cola invented the friendly old Santa Claus in a
scarlet jacket in 1920s while releasing its Xmas ads.
• Barbie dolls have stirred the imagination of countless
little kids who want to be what she is.
• A macho Marlboro man has a profound impact on
the youngsters.
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8. …cont
• MTV has taught youth to celebrate the zest of
life.
• Chivas Regal is a new standard to bid goodbye
to an orange-coloured dusky day-end.
• Brands make us aspire higher
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9. …cont
• In Asia, bikes are a means of transport, but in
the States, they are a health and fitness
product.
• In the Arctics, refrigerators prevent food from
freezing and in the tropics, they are used to
preserve the food and keep it cold.
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10. RITUALS
• Santa Claus bringing X-mas goodies is a ritual.
• Ronald of McDonald is patterned after Santa,
and is a ritual.
• Khadi symoblises self-help and austerity, and
wearing it became a ritualall through the
freedom struggle of India.
• Pilsbury’s mascot, the doughboy, got people
to taste seviya kheer during Ganesh Chaturthi.
It amounted to a ritual.
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11. BRAND EXPERIENCE
• Fire and Ice' lingers when we wear it to a
party.
• Amul Icecream is just ‘mmm... so tasty.’
• Chicken Biryani emits a strong aroma. Gautier
furniture has typical French look.
• Pepsi’s electric blue is loved by young
generation.
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12. …cont
• Brand-associated stimuli may be in the
presentation or content of the
communication, the ad jingle, the physical
characteristics of the brand, the brand image
and the brand name itself.
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14. DEMONSTRATION EFFECT
• Ordinary people may aspire to have extra-ordinary
products under the influence of brands.
• A middle-class youngster may be seen wearing a
Provogue shirt, spending almost 1/3 rd of his
parent’s monthly income on one shirt. Brands make
people status-conscious. They stimulate people to
spend more than they ought to.
• This is called demonstration effect. It rises the
general propensity to consume.
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15. ART OF LIVING
• As we learn how to make the best of life, we
do so by dreaming big and aspiring more.
• Brands teach us the art of living.
• They represent the spirit of the age.
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