Friday, December 12, 2008

Cultures versus Colours & the Perceptions of the Products (Brands)



Culture can be defined as the concepts, values and tangible items such as tools, buildings and foods that make up a particular society. Culture is passed on from one generation to another and is a kind of blueprint for the tolerable demeanor in a particular society. When products are introduced into one nation from another, recognition is far more likely if there are similarities between the two countries.

The connotations linked with body motions, greetings, colours, numbers, and shapes, sizes and symbols have different connotations in different cultures. For example, the use of colour has different connotations in different cultures as highlighted in a table 1.0 below. In many parts of Europe, black has negative overtones, whereas in the Middle East it has positive connotations.

It is vital to study and observe how the perception of the particular different cultures and their perception on colours can unify or boast your brand image positively or instead give negative effects to your brand. Hence, the cultural differences have distinct implications for products development, personal selling, advertising, packaging and pricing. Knowing another country’s customs play a role in a social interaction. For example, in Italy it is unacceptable for a salesman to call on a woman if her husband is not at home.

 

Colour in association in the UK and Taiwan

Table 1.0

Colour

UK Association

Taiwan Association

Green

Inexpensive, reliable, light and good tasting

Inexpensive, reliable, light and good

 

old, quiet, traditional, trustworthy.

tasting.

 

and safe.

Quiet, calm, male and old.

 

Life, calm, tenderness, health and happiness

Safe, trustworthy, unadventurous and

 

Environment. Natural, pure and fresh.

stable.

 

Ireland and Italy to some extend.

Environment, life, tender, pure, fresh,

 

 

natural.

 

 

Ireland, and to some extend UK.

 

 

 

Red

Expansive, premium, high quality and good

High quality, expensive and good tasting.

 

tasting.

Warm, female, loud, playful, and

 

Young, warm, fun, loud, playful and happy.

adventurous.

 

Dangerous, adventurous, luxurious and

Love, passion, danger and aggression

 

exciting.

Life, excitement and happiness

 

Life, love, passion, power and aggression.

US, and to some extent Italy

 

China, and the US to some extend

 

 

 

 

Blue

Heavy reliable, high quality and expensive.

Heavy, reliable, high quality and expensive

 

Male, mature, quiet, subdued, calm and

Male, old, quiet, serious

 

thoughtful

Calm, dignified, trustworthy

 

Serious, trustworthy, dependable, dignified

Sadness, depression and to some extend

 

and sad

power

 

US and UK to a limited extend

 

 

 

 

Black

Expensive, high quality, high tech and

High quality, high tech, premium and

 

premium products.

expensive

 

Old, heavy and reliable objects

Old, male, quiet and heavy

 

Mysterious, luxurious, sophisticated, and

Mysterious, sophisticated and serious

 

dangerous

Death, sadness, depression, power, fear

 

Death, dignity, power and aggression

aggression

 

 

Strongly, associated with China

 

 

 

Yellow

High quality, expensive, reliable, light and

New, expensive, light and good-tasting

 

good-tasting

Young, warm, loud, playful and adventurous

 

Pert, fresh and playful

Life, love, happiness and power

 

Luxury, sophisticated and dangerous

Strong, associated with China

 

Death, dignity, power and aggression

 

 

 

 

Purple

Expensive, luxurious and good-tasting

High Quality, premium and expensive

 

Warm, and to some extend female

Warm, female, old and quiet

 

Sophisticated and mysterious

Love, passion, luxury, sophisticated, and

 

Death, dignity, passion and power

mystery

 

France and to some extend Japan

Serious, sadness, dignity, power and

 

 

aggression

 

 

France, and to some extend Japan

 

 

 

 

 Source: Marketing Management, Vol. 15, pp.449-462.

 Copyright @Westburn Publishers L., 1995.



Perception of Key Brands in the UK and Taiwan





kodak.com Home Page


Brand:Pepsi

In UK : Male, muscular, young, sexy and energetic. Wild, fun and sporty. Associated with beach settings. Not very healthy - sugar and caffeine. Challenges to Coca-Cola and the status quo.

In Taiwan : Male, muscular, young, energetic, sporty and attractive. Fun, sexy, loud, wild and a little crazy. Accociated with beach, the sun and the Spice Girls. Good tasting and refreshes. Intensely compentitive with regards to Coca-Cola.    


Brand: Marlboro

In UK : Original brand is masculine, American and red. Cool, sexy, wild, adventurous and strong. Rough but with a lot of style. Associated with cowboys, the desert and music. Unhealthy and anti-social - cancer, smoke and smells. Marlboro Lights are less damaging and more popular. Associated with pubs, music, youth and the the colour gold.
In Taiwan : Masculine, American and red. Cool, strong, young, adventurous and exciting. Powerful and stylish. Associated with cowboys, the desert and music.

Brand: Kodak

IN UK : Masculine, nature, inteligent, creative and well respected. Warm, friendly and colourful. High quality, and colourful, high technology, and very professionl. Associated with happy times, sunshine, happiness, fun, colourfulness and the colour yellow. Safe, reliable, trustworthy, affordable and popular.

In Taiwan : Masculine, intelligent, innovative and cretive. High quality, expensive and professional. Modern, colourful and hugely popular. Associated with technology.



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