International Journal of Research in Management & ISSN : 2348-6503 (Online) Business Studies (IJRMBS 2020) Vol. 7 Issue 1 Jan. - Mar. 2020 ISSN : 2348-893X (Print) Brand Culture and Identity: A Comprehensive Study IJikmee Wangchuk Kazi, IIShounak Sengupta I,IISymbiosis Centre for Management Studies, Pune, Maharashtra, India

Abstract This paper explores the depth of the concept of how companies are able to create their own culture and traditions, and are able to link the same to their brand. This successful introduction of brand culture benefits the brand and relates to popularity. The paper attempts to do a complete analytical study of comparison two companies that started in America- and KFC. How the brands actually adapted to the culture in the Asian market, in order to survive is the objective to be studied. It aims to make the readers understand the process through which some brands create culture and tradition to promote their product, instead of working with the existing culture and traditions in a foreign market.

Keywords Brand, culture, tradition, Starbucks, holidays and KFC.I

I. Introduction-braND ASSOCIATION 5) Association based on celebrities According to The Brand Marketing Blog, Brand Association is This is the most common type of brand association used to promote a mental connection between a brand and a concept is a brand the products. The image of a celebrity is used to push the products association. Brand associations pop to mind when a person thinks in the minds of the customer and thus it helps to sell your product. about a brand. Careful selection of celebrities is done to associate with a particular Brand associations are the connections in and out minds. brand. between a brand and people, places, things, and emotions. When a brand and another thought occur together in anyone’s mind, III. Brand Adaptation they neurologically connect and are more likely to be thought of Brand adaptation calls for retooling any number of the visual, together in the future. These associations may turn people to or typographical or messaging elements of a brand. Marketing away from your brand. Being mindful and strategic about them messages for a brand that work in one market or market will build brand equity efficiently. segment can fail spectacularly for others. Businesses can reposition a brand in a bid to convince those in a different II. Types of Brand Association market or market segment of the brand’s relevance to their lives. Repositioning often includes substantive changes in what a 1) Association based on attributes business sells and the benefits or promises it makes to customers. A descriptive feature of a brand or a product or service which The entire objective of this very paper is not only to study brand characterizes it is called an association based on attributes. It association in real life, through the use of case studies; but also to is this feature or attributes that the company promotes heavily see how these brands adapted to newer business markets. and stands out against the competition. This, in turn, helps the customers in brand recall and helps them to associate with the IV. Adaptation of Starbucks In South Korea product in the market which further, in turn, has an upper hand in making the purchase decisions. Scenario Starbucks has a total of 1291 stores, including 50 premiere stores 2) Association based on benefits since the first store opening in Korea 1999. Starbucks Korea boasts The Brand or product which has been classified with respect to the the third highest number of chain in a country and it charges benefits provided to the public. These benefits can be functional the sixth highest price when compared to various countries. in nature, which relate to specific products or services. These Even with the premium prize and being in the foreign market, benefits can also work put on symbolism. Starbucks Korea had been reported to have an increase in profit by 28% in 2018 compared to 2017 they made 61 million dollars 3) Association based on attitudes in profit. Attitude plays a huge role in selecting the type of brand. It is mostly of an abstract nature, and can also be linked to one particular Analysis lifestyle. Example- Decathlon comes under affordable sports- In Korea, the culture of coffee is big. People in Korea wear. drank coffee 12.2 times per week on average, according to a statistics report in 2013. This is in comparison to the 4) Association based on interest Koreans eating white rice 6.9 times a week, as revealed by Interest is used as an association factor by many companies for the joint study by the Ministry of Agriculture, Food and Rural their customers. It is the basic parameter that is used and appeals Affairs and the Korea Agro-Fisheries Trade Corporation. intellect or consciousness of the customers. The primary objective In order to conclude, an average Korean consume 2 cups of coffee of the company is used to generate interest in the minds of the per day. However, the most prized drink of Starbucks Korea is not customer and position the brand accordingly which in turn would a steaming cup of coffee. The Iced Americano is seen as a sign of mean that the brand is of interest for the customer. luxury. Starbucks Korea earned about 1.5 trillion Won (US$1.26 billion) in 2018, up 20% from 1.28 trillion Won a year earlier.

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Now lets us see how a brand like Starbucks introduce the coffee only did Starbucks introduce cafe culture but also popularized and the cafe culture in Korea in a country that was getting used to coffee culture. instant coffee at that point of time. Starbucks currently has the third highest store count which stands at 1231 stores and 50 premium V. Starbucks in S.Korea compared to in the USA coffee stores which is even greater than the number in the United The way coffee is looked in both of these cultures are totally States. Not only that, but South Korea was ranked the sixth-most different. In Korea, coffee and Starbucks is looked as a status expensive Starbucks among 20 OECD countries. According to a symbol and it is something to brag about. While in US it is a means Korean news site Dong-a Ilbo, where a “tall-sized” Americano to the person’s daily dose of coffee and doesn’t hold any prestige. drink costs about $3.80 in Korea, but only $2.25 in the United Furthermore there is more debt in the menu of drinks and food States, some people spend more money on coffee than their meals. available in Korea compared to America due to the extra barista Starbucks led to cafe culture and also lead to a rapid beam of training, while in America there are few baristas present. America cafes around the nation. drinks is roughly 15-20 dollars compared to the Korean version Firstly, it is the care and understanding of coffee that has been put leading to more better drinks and also theme cafe present in Korea. into making the coffee. The staff provides a place for a customer In Korea they have limited edition products that in high demand to work in providing free WiFi, and plugs points. This has led to that they sold out in a short amount of time, while America has Starbucks to create a place that people can work in peace without limited edition drinks but not limited edition products. Finally, getting disturbed by distraction that occurs often in homes and Starbucks in Korea is looked as high end coffee place for dates offices. Also the quality is maintained according to the brand and also a place to study, while in America it cannot be counted standards due to the franchise being owned by the main office and as study place or date place. not franchisers. With Starbucks has become the go to place for people to work in and also a popular place for students to work in VI. Adaptation of KFC in as they won’t be disturbed or chased out. Moreover the furniture is cozy and makes it easier to work and they also have long tables Scenario facing the window for people who want to work in most stores. “KFC came to Japan in 1970, and held the first Christmas Also due to the decor and the welcoming feel Starbucks has been campaign in 1974, selling the combination of KFC’s original able to become a social gathering and dating place due to their recipe chicken and a bottle of wine,” says Yuko Nakajima, chief trendy menus in Korea and also their seasonal menu. Further due marketing officer of KFC Japan. “ and wine became to the culture of the Korean community meeting outside has lead a hit right away and a new Christmas custom for the Japanese to Starbucks as a successful coffee brand Starbuck has been able to market was introduced. This quickly evolved into a tradition turn their brand into a go to place for studying and hanging out. for the market, ‘Fried Chicken for Christmas’.” Each year, it’s Second, Starbucks is seen as a premium product to justify their estimated that 3.6 million Japanese people fill their stomachs with prices and attract customers. Firstly Starbucks sell their coffee the Colonel’s secret blend of herbs and spices. Where people in at a premium price letting the people to see the brand as a status Japan can be seen booking their fried chicken 3 weeks in advance symbol furthermore this also makes the people have the perception and furthermore when people in Japan think of Christmas they that coffee means success. The location of the store can’t not be think of KFC which is odd as their American counterpart has no open in mall or shopping centre to hold the image of the idea such tradition. This successful branding and creation of culture of being a premium brand that they have inside the customers and tradition has lead KFC to have an average profit of 50 million mind. Furthermore they limited edition items like the Starbucks dollars every year which is made within 3 days. Planner which resell online of high prices leads to the image of the companies exclusivity. Moreover Korea boast greater number of Analysis premium Starbucks cafe than the US according to the Korea Times. In this competitive field of companies can do most things This has also led to the image of exclusivity and prestige among from taking out food product matching the taste of the country the people. Also in Korea people who have an iced Americano or even taking out food to match their festival. In this case we are seen as rich and has become popular in Korea as it is inn trend can see KFC introducing a food to be eaten in Japan in a foreign and a status symbol. The premium ambience and the price has led tradition. This is unique in the sense that KFC created their own to the Success of Starbucks. tradition for a difficult market and it became a success. According Third, the location where a Starbucks shop is located and also to the article we can see that 3.6 million Japanese family consume the baristas that located in South Korea. It is always located in Kentucky fried kitchen alone. The company found a gap or a a location that is in a popular and upscale location that leads to holiday that seem to have no linked event or food associate to keeping the brands prestigious image and also making it easy to it , from this they were able to find a space to create a want . In access as there are around 1290 stores in all of Korea. Moreover, 1974, they were able to create a Christmas package this created a the stores are not supposed to be located near 500 meters of each sense of need in the holiday season for that day and soon after a other making the brand successful and also making it easier for few years it became a norm for KFC to be linked with Christmas. people to find the next Starbucks close by. Now let’s talk about They found a new tangible event and gave it a physical item to the barista in Korea all Starbucks barista are needed to have the link which was fried chicken and strawberry shortcake. From this barista certification this leads to them having the best skills in we can see why KFC made a 53 million dollar profit a fast food roasting, brewing and preparing the coffee. chain could able to earn as much as the whole turkey industry In conclusion Starbucks introduced the cafe culture by making during Christmas. premium location where people can work in as a second office Furthermore, they were able to create catchy tunes to attract or home. Moreover the premium branding has lead to its success people to buy their product. With that whenever the people in and gave the Korean public that coffee is a sign of luxury. Not Japan thought about KFC they were able to link it to Christmas. www.ijrmbs.com 37 © All Rights Reserved, IJRMBS 2014 International Journal of Research in Management & ISSN : 2348-6503 (Online) Business Studies (IJRMBS 2020) Vol. 7 Issue 1 Jan. - Mar. 2020 ISSN : 2348-893X (Print)

Furthermore since in Japan since KFC is known as a grand event VIII. Conclusion they decided to place a product as a grand product instead of cheap It can be seen that these two brands have created culture and fried chicken option compared to the outlook of KFC they have in tradition in two completely different ways. KFC created a the U.S . With this they made sure that the people think of KFC as tradition related to a holiday linking their brand to the holidays prestigious option as it is priced in a premium price of 45 dollars. and Starbucks introduce a whole new culture of their own. Even This add a sense of prestige in acquiring these precious bucket and though they were different they were similarities in their approach this further led to the people in Japan looking the bucket as must of creating their respective culture and tradition have to celebrate the holiday properly. This further has let KFC (i) Find the Gap: In the first instance the company has to be to have orders coming for the bucket in two weeks in advance, able to find a gap and not replace old traditions or culture. Once and queue being on an hour and upwards. They were also able to a company has successfully found a gap present they can think create a sense of closeness and family with every pack there is of unique ways introduce their tradition. Due to a lack of stories personal hand written note to the people purchasing the bucket and narration customer will try and adopt it quicker as it is a new to enjoy their meal and have a great night. This small technique option and not something old that they have to train and compete adds an effect of sense of care and moreover makes the people between. So in a market where there is gap marketers can introduce during Christmas that they are looked after and loved during the new things to fill the gap and create their own stories holiday season. (ii)Quality and Staff interaction: Second is the consistency and Third there use of clever marketing and advertisement to promote the staff interaction that a brand provides to the customers. The Christmas. In their advertisement you can see a family around a experience that a customer makes them want to join a community Christmas bucket enjoying the meal and having an overall warm only once a community is created than only will a culture or and cozy atmosphere and push of this advertisement, let the people tradition will formed. The type of interaction and the ambience to want that for their Christmas holiday. This gave the family to with brand can create a tone and lead to the brands to have an be like the family in the advertisement, as they gave the imagery emotion that the other customers follow. to the customers that the bucket is a magical item that leads to (iii)Perception: Only when something unique is employed will the family having a fun, cozy and grand dinner. There jingles customers accept it. It may be a new way to enjoy food or a new are specially created and produced to make it gives an image item introduced to be used during the holiday season. It also has of a cozy safe and merry emotion and this music leads to the to be something that is looked upon as premium giving it a sense families wanting the emotion as they enjoy their holiday. Lastly of exclusivity that other people desire to partake in. Moreover dressed as Santa Claus gives the Japanese public this perception makes the product be something that people want the image that he is the symbol of Christmas and he may be even to celebrate with. bigger than Santa Claus and this also gives a mascot that they (iv)Proximity and availability: Only when a product is available, find unique and trust. it can be a culture be followed as a culture needs a huge number In conclusion KFC were able to find the gap during the holiday of people following it. So if it is available in most places than season and were able to fill the gap. Moreover they were able to only can it be followed as a tradition or culture. create their own perception of Christmas and in its spirit. This (v)Making it memorable: First thing that should come to an lead to the customers linking these perceptions making the KFC individual mind when the individual thinks of a certain tradition bucket and a must have to the extended that it sold 53 million or certain culture should be your brand. In case of Starbucks, dollars in sales, making it one of the most successful sales made when a person thinks of cafe or a place to work- the thought gets by fast food in three days not even the turkey industry during associated with their brand. Companies can do this by introducing thanksgiving can reach there. jingles that create a certain emotion and feelings that people feel when they partake in the brand. Moreover certain brands have VII. KFC in Japan Compared to in the USA made sure their logos stand out as a status symbol. Why was KFC in Japan able to create such an impact in Japan rather than in America? The biggest reason why the pre-set cultures References and tradition are not linked to any brand; because in America [1]. Roll, D. (2019). KFC Japan earned 6 billion yen over there is already culture and items present for Christmas. For a Christmas weekend, proving that Japan loves Christmas brand to create culture in the holiday season there has to be a chicken. [online] SoraNews24 –Japan News-. Available story in it, while in Japan they were able to create a story of their at: https://soranews24.com/2017/12/29/kfc-japan-earned- own. This was possible as the Japanese had a gap during the 6-billion-yen-over-christmas-weekend-proving-that-japan- holiday of Christmas. 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