BRAND AND CULTURE

3.1
 A Brand

l
bo
Te
r

m
m

Sy
Identifies
product/service
Name of seller and Design
differentiates it from
competitors

Co
m
bi
na
tio
gn

n
Si
Do you buy?

 Products

 Brands

3.3
Would you Buy?
 A Libyan watch?

 Japanese coffee?

 A Kenyan car?
Your answer in all these cases is
very probably
“NO”

Reason?
NO REPUTATION

Reputation is
the Soul of a Brand
 A Brand is More Than a Product

Brand Organizational
associations
Symbols

Country of Brand
origin Scope Personality
Attributes
Uses
Product Quality/value Brand/customer
Functional relationships
benefits
User
Self-
Imagery
expressive
benefits
Emotional
benefits
 Culture and Brands
 Try and tap into the culture authentically

Why

People should believe you

7
 Ceylinco Ad

https://youtu.be/iv3MfZlHLv8

3.8
 Touch the customer feeling
 Janashakthi

3.9
Genuine commitment in responding to local customer needs.

Localizing the brand experience

 Swarnamahal

https://youtu.be/AmemDwwL0B4

3.10
 Brand Personality
 Lion Beer

https://youtu.be/zhssaeUBC6k

3.11
Maslow's need Hierarchy

3.12
 Find Where Consumer Mind Is
 Maslaw
https://youtu.be/j9ldBHPRyp4

 Van dam
https://youtu.be/M7FIvfx5J10

 BMW
(80) BMW Steering. Making every driver a better driver. – YouTube

 BENZ

3.13
 Benz
https://youtube.com/watch?v=1bUlFUxMRvI

3.14
 At the end of the day, what it
really requires is authenticity,
engagement, and an appreciation
of anthropology.

3.15
3.16
3.17