The paper "Technological Changes Have Allowed Brands to Successfully Adapt to Different Cultures" is a perfect example of marketing coursework. The history of branding can be dated back to as early as the 19th century, with the advent of packaged goods. Branding has become a very important aspect of businesses today and it plays a great role in whether a business runs into losses or makes a profit. Only a handful of businesses today have mastered the art of branding and these are the few successful businesses. However, the world today has become a global village and the interconnectedness has increased massively.
It is not like five decades ago where manufactures in the United States did not know the preferences of people in say Africa or Australia. Globalisation has changed the way people do businesses today and the choices consumers make before settling on a certain product. Globalisation thus gave rise to the concept of cross-cultural branding. Cross-cultural branding is a branch of advertising where businesses try to make a single product appeal to a variety of consumers across the globe with their respective into consideration. As early as 1960, companies and manufactures started to go global in an effort to increase their market share given the increasing competition in their parent countries (Cavusgi, Deligonul & Yaprak 2005, p.
13). The most notable companies that went global were The Coca Cola Company and McDonald’ s. Going global has its challenges from the high costs involved in setting up to the hiring of staff. However, one major challenge stands out that gives businesses a nightmare and it is how they can brand a single product differently so as to appeal to different cultural backgrounds (Chekitan 2012, p.
18). Even though businesses still face these challenges, the emergence of technology has made cross-cultural branding a bit easier. This paper will thus look at the different stages cross-cultural branding has gone through, from the emergence of the concept to today and the role that technology has played in its growth. The assemblage of Cross-Cultural Branding As well articulated in the introduction part, branding started in the 19th century. Prior to this, people buyers and sellers were more concerned with producing and buying quality products respectively (Wengrow 2008, p.
17). Manufacturers were of the opinion that all was needed to make a profit in business was just a quality product for the consumer; superior quality was the perfect means for one to beat the competition. In the early 1900s, consumers were well capable of discerning quality products from mediocre products. As time wore on, businesses realized that competition was becoming high and rivals were producing similarly quality products (Chekitan 2012, p. 16). This was the birth of branding where businesses started to develop ways that their products could stand out from the competition.
The ‘ war’ to make consumers base their purchasing decisions mainly on brand name rather than on quality had begun. At this point in time, businesses had taken an all-inclusive branding strategy which basically meant that products were not differentiated according to consumer demographics. One major reason for this all-inclusive approach was the fact that a majority of business operations were more or less localized (Lillis & Tian 2010, p. 106). The emergence of formal companies was just taking root and most all were operating locally.
Local operations did not require product differentiation based on culture. Manufactures thus produced products for consumers who were not different culturally and thus advertising on the lines of culture did not make any sense at all (Lillis & Tian 2010, p. 110).
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