Positioning and branding across cultures "

Culture reciever Culture sender Culture

Sender & reciever

Advertising Agency: Kitchen/Leo Burnett, Oslo, Norway Art Director: Torkel Bjrnstad Sveen Copywriter: Espen Lie Andersen Photographer: Petrus Olsson / Adamsky Published: February 2009

Which product, in which country is advertised here ?

Which product ,in which country is advertised here ?

Exygra virility tablets: Cock, 3

Advertising Agency: Publicis, Gurgaon, India National Creative Director: Emanuel Uputturu Art Directors: Prasad Raghwan, Deepak Dogra, Rohit Bagga

What is culture ?

Definition by Hofstede

“Culture is the collective programming of the mind distinguishing the members of one group or category of people from others”

Hoebel

“ Culture is an integrated system of learned behavior patterns which are characteristic of the members of a society and which are not a result of biological inheritance.[4]”

Not directly visible Implicit culture

Strong influence

The 5 main value dimensions of any society 5D model Hofstede

1. Relation to authority hierarchical relations

2. Relation to self self-concept and personality

3. Relation man – woman How should a man or a woman behave

4. Relation to risk tolerance for unknown and deviations

5. Propensity to change receptivity of changes

power distance (PDI)

Individualism (IND)

Masculinity (MAS)

Uncertainty avoidance (UAI)

Long term orientation (LTO)

Value dimensions are relative

The country scores on the dimensions are relative – societies are compared to other societies. Without making a comparison a country score is meaningless. These relative scores have been proven to be quite stable over decades. The forces that cause cultures to shift tend to be global or continent-wide. This means that they affect many countries at the same time, so that if their cultures shift, they shift together, and their relative positions remain the same.

100 0

The 5-D Model

IDV

MAS

PDI

0 50 100

UAI

Low High

Low High

Low High

Low High

Value differences between countries can be explained by 5 dimensions of national culture

Powerdistance

Individualism

Masculinity

Uncertainy avoidance

Collectivism

Femininity

Low High Long Term Orientation LTO

“All animals are equal, but some

are more equal than others”

George Orwell

Power distance

The extent to which the less powerful members of institutions and organisations accept that power is distributed unequally

Power Distance

Large

• High dependence needs

• Inequality accepted

• Hierarchy needed

• Superiors often inaccessible

• Power-holders have privileges

• Change by revolution

• Facilitates new product development at the implementation stage - centralized command

Small

• Low dependence needs

• Inequality minimized

• Hierarchy for convenience

• Superiors accessible

• All have equal rights

• Change by evolution

• Facilitates new product development during the conceptualization stage - diverse ideas

Country

Country

Country

Country

Country

Malaysia 104 Singapore 74 Portugal 63 Jamaica 45 Ireland 28 Guatemala 95 Brazil 69 Uruguay 61 USA 40 New Zealand 22 Panama 95 France 68 Greece 60 Canada 39 Denmark 18 Philippines 94 Hong Kong 68 South Korea 60 Netherlands 38 Israel 13 Mexico 81 Columbia 67 Iran 58 Australia 36 Austria 11 Venezuela 81 El Salvador 66 Taiwan 58 Costa Rica 35

Arab.

countries 80 Turkey 66 Spain 57 Germany 35

Ecuador 78 Belgium 65 Pakistan 55 Great Britain 35

Indonesia 78 East Africa 64 Japan 54 Switzerland 34

India 77 Peru 64 Italy 50 Finland 33

West Africa 77 Thailand 64 Argentina 49 Norway 31

Yugoslavia 76 Chile 63 South Africa 49 Sweden 31

Power Distance

http://www.youtube.com/watch?v=7sn40JvmglE

Respect national anthem

In November 2009, President Obama, on his first trip to China, inadvertently set off a firestorm of commentary when he stepped out of an airplane in Shanghai holding a black umbrella during a rain shower. Chinese officials often have aides hold umbrellas above their heads.

Zhao Hui Tang, a businessman from Bellevue, Wash., snapped the photo Friday on his iPhone when he spotted Gary Locke at the counter of an airport Starbucks. Locke is the first Chinese-American ambassador to China and a former governor of Washington state. Tang uploaded the photo to the Chinese social media network Sina Weibo, it generated 40,000 reposts and thousands of comments. "This is something unbelievable in China," said Tang, a Chinese-American citizen. "Even for low-ranking officials, we don't do things for ourselves. Someone goes to buy the coffee for them. Someone carries their bags for them." Locke tried to use a coupon or voucher for the coffee, but the barista rejected it, Tang said. The ambassador then paid with a credit card, he said.

King Bhumibol Adulyadej Abhisit Vejjajiva Pictures & Photos In this photo released by the Royal Palace, Thailand's Prime Minister Abhisit Vejjajiva, standing front row, and his cabinet members listen to King Bhumibol Adulyadej, left, during a swearing-in ceremony at Chitralada Palace in Bangkok, Thailand Monday, Dec. 22, 2008. (AP Photo/Royal Palace, HO) *

François Hollande a accordé une interview à Europe 1. | Photo REUTERS/Bertrand Langlois/Pool

King Obama on the phone with Israeli Prime Minister Benjamin Netanyahu

Some Israelis Insulted By Obama Picture

Speaking to Chief of Staff, Chief Economics Adviser & Senior Adviser

http://pumasunleashed.files.wordpress.com/2009/06/jfk_jr_under_resolute_desk.jpg

The 5-D Model

IDV

MAS

PDI

0 50 100

UAI

Low High

Low High

Low High

Low High

Value differences between countries can be explained by 5 dimensions of national culture

Powerdistance

Individualism

Masculinity

Uncertainy avoidance

Collectivism

Femininity

Low High Long Term Orientation LTO

Concept of self

• Collectivism – emphasis ingroup needs &

goals

– beliefs shared with in-group

– homogeneous ingroups heterogeneous outgroups

– norms predict behaviour better than attitudes

– promotes new product development during the implementation phase - interdependence

• Individualism

– emphasis self needs & goals

– beliefs distinguish from others

– homogeneous outgroups heterogeneous ingroups

– attitudes predict behaviour better than norms

– promotes new product development during the initial or conceptualization phase - nonconformity

Collectivism vs. Individualism

Country Country Country Country Country USA 91 Norway 69 Jamaica 39 Hong Kong 25 Columbia 13 Australia 90 Switzerland 68 Brazil 38 Chile 23 Venezuela 12 Great Britain 89 Germany 67 Arab.

countries 38 West Africa 20 Panama 11

Canada 80 South Africa 65 Turkey 37 Singapore 20 Ecuador 8 Netherlands 80 Finland 63 Uruguay 36 Thailand 20 Guatemala 6 New Zealand 79 Austria 55 Greece 35 El Salvador 19 Italy 76 Israel 54 Philippines 32 South Korea 18 Belgium 75 Spain 51 Mexico 30 Taiwan 17 Denmark 74 India 48 East Africa 27 Peru 16 Sweden 71 Japan 46 Yugoslavia 27 Costa Rica 15 France 71 Argentina 46 Portugal 27 Pakistan 14 Ireland 70 Iran 41 Malaysia 26 Indonesia 14

Collectivism - Individualism

What cultural elements/values appear to be important in this Japanese commercial ?

Japanese beer / Sapporo legendary beer http://www.youtube.com/watch?v=K-Rs6YEZAt8&feature=player_embedded

For the succesfull individual

The 5-D Model

IDV

MAS

PDI

0 50 100

UAI

Low High

Low High

Low High

Low High

Value differences between countries can be explained by 5 dimensions of national culture

Powerdistance

Individualism

Masculinity

Uncertainy avoidance

Collectivism

Femininity

Low High Long Term Orientation LTO

Masculinity

Masculinity:

• Ambitious & need to excel

• Tendency to polarize

• Live in order to work

• Big & fast are beautiful

• Admiration for the achiever

• Decisiveness

• Promotes the implementation stage - goal directedness and formalization

Femininity:

• Quality of life - serving others

• Striving for consensus

• Work in order to live

• Small and slow are beautiful

• Sympathy for the unfortunate

• Intuition

• Positively affects the conceptualization stage of new product development - supportive climate

Country Country Country Country Country

Japan 95 South Africa 63 Malaysia 50 Spain 42 Costa Rica 21

Austria 79 Ecuador 63 Pakistan 50 Peru 42 Denmark 16

Venezuela 73 USA 62 Brazil 49 East Africa 41 Netherlands 14

Italy 70 Australia 61 Singapore 48 El Salvador 40 Norway 8

Switzerland 70 New Zealand 58 Israel 47 South Korea 39 Sweden 5

Mexico 69 Greece 57 Indonesia 46 Uruguay 38

Ireland 68 Hong Kong 57 West Africa 46 Guatemala 37

Jamaica 68 Argentina 56 Turkey 45 Thailand 34

Great Britain 66 India 56 Taiwan 45 Portugal 31

Germany 66 Belgium 54 Panama 44 Chile 28

Philippines 64 Arab.

countries 53 Iran 43 Finland 26

Columbia 64 Canada 52 France 43 Yugoslavia 21

Masculinity - Femininity

http://www.youtube.com/watch?v=qRVdwnChDSA

http://www.youtube.com/watch?v=6ZUhZ1en6iw

McDonalds Going Dutch

Swedish minister brings baby to EU council so he could spend more time with his family

The 5-D Model

IDV

MAS

PDI

0 50 100

UAI

Low High

Low High

Low High

Low High

Value differences between countries can be explained by 5 dimensions of national culture

Powerdistance

Individualism

Masculinity

Uncertainy avoidance

Collectivism

Femininity

Low High Long Term Orientation LTO

Uncertainty avoidance

The extent to which people feel threatened by

ambiguous situations and have created beliefs

and institutions that try to avoid these

Uncertainty Avoidance

Strong

• Anxiety, higher stress

• Inner urge to work hard

• Emotions accepted

• Conflict is threatening

• Need of consensus

• Need to avoid failure

• Need for laws & rules

• Facilitates implementation stage - tight planning and controls

Weak

• Relaxed, lower stress

• Hard work not a virtue per se

• Emotions not shown

• Conflict & competition ok

• Acceptance of dissent

• Willingness to take risks

• Few rules

• Facilitates the initiation phase - risk taking and minimal controls

Country Country Country Country Country

Greece 112 Costa Rica 86 Austria 70 Australia 51 Hong Kong 29

Portugal 104 Panama 86 Taiwan 69 Norway 50 Sweden 29

Guatemala 101 Argentina 86 Arab.

countries 68 South Africa 49 Denmark 23

Uruguay 100 Turkey 85 Ecuador 67 New Zealand 49 Jamaica 13

Belgium 94 South Korea 85 Germany 65 Indonesia 48 Singapore 8

El Salvador 94 Mexico 82 Thailand 64 Canada 48

Japan 92 Israel 81 Iran 59 USA 46

Yugoslavia 88 Columbia 80 Finland 59 Philippines 44

Peru 87 Venezuela 76 Switzerland 58 India 40

France 86 Brazil 76 West Africa 54 Malaysia 36

Chile 86 Italy 75 Netherlands 53 Great Britain 35

Spain 86 Pakistan 70 East Africa 52 Ireland 35

Uncertainty avoidance

Danger of new machine breaking down -> + expert advice + well known brands

http://www.youtube.com/watch?v=UusCir8Pq80 France calgon

..and normal just begs to be messed with …. http://www.youtube.com/watch?v=bqKCnmy_Jog

We're the people with the smile on the box. We're the re-inventors of normal. We dream of making things that change your life, and then disappear into your everyday. And when we build you something new, you can expect everything to change a little more. Look around. What once seemed wildly impractical is now completely normal. And "normal" just begs to be messed with.

Why take unnecessary risks at work ?

The 5-D Model

IDV

MAS

PDI

0 50 100

UAI

Low High

Low High

Low High

Low High

Value differences between countries can be explained by 5 dimensions of national culture

Powerdistance

Individualism

Masculinity

Uncertainy avoidance

Collectivism

Femininity

Low High Long Term Orientation LTO

Key elements of Confucian teaching • stability in society based on unequal relationships

between people

• family is prototype of all social organisations

• perseverance and thrift, respect of tradition and family values, and honor of parents and ancestors

• virtue towards others: don´t treat others as you don´t want to be treated yourself

• virtue towards one´s tasks in life:

- acquire skills and education

- work hard

- moderation under all circumstances

Long term pragmatism

LTP -

absolute truth

normative

short term orientation

concern for stability

quick results expected

spending for today

impedes new product development

LTP +

many truths (time, context)

pragmatic

long term orientation

acceptance of change

perseverance

saving for tomorrow

promotes new product development

http://www.youtube.com/watch?v=_kFuuQdFDFM

• Long term orientation

– Hong Kong

– Taiwan

– Japan

– South Korea

– Brazil

• Short term orientation

– West Africa

– Canada

– Pakistan

What correlates with Hofstede’s dimensions? (see Hofstede 2001)

Individualism purchase insurance, have dogs, own a motor home for leisure, read more books, have an answering machine

Masculinity status purchases (watches, jewellery), importance of car engine power, business class travel, confidence in advertising

Partner involvement in car choice, women as main shoppers

Power Distance confidence in the press, lack of confidence in police, child obedience

Uncertainty Avoidance buying new (vs used) cars, buying precious metals and gems, use of mineral water

buying stocks, use of internet and other media, eating ice-cream, frozen food, confectionary and snacks

66

37

45

85

46

38

80

14

53

67

0

10

20

30

40

50

60

70

80

powerdistance individualism masculinity Uncertainty avoidance Long term orientation

Turkey Netherlands

1. In which country do you think consumers need / appreciate expert advice on buying articles the most ?

2. In which country would an advertising appeal based on a good work life balance work best ?

3. In which country would the status of a shop or article be a deciding factor when buying a product ?

4. In which country would celebrity endorsement of an article work best ?

5. In which country would appealing to the individual needs of a consumer work best ?

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

Assignment cultural moodboard

• Make a graph with the Hofstede value dimensions of Turkey compared to your country (use xcell + powerpoint) (http://geert-hofstede.com)

• What are the 3 biggest differences (culturally visble and invisible) between Turkey and the country ?

• Make a cultural mood board of your country (Pictures which are typical for your country)

• Find a consumer commercial from the country which you explain culturally (compare to turkey and use Hofstede Value dimensions) (a global brand which has localised its commercials like Mc Donalds could be an option)