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Brand Culture and Identity: a Comprehensive Study Ijikmee Wangchuk Kazi, Iishounak Sengupta I,Iisymbiosis Centre for Management Studies, Pune, Maharashtra, India

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Brand Culture and Identity: a Comprehensive Study Ijikmee Wangchuk Kazi, Iishounak Sengupta I,Iisymbiosis Centre for Management Studies, Pune, Maharashtra, India 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- Starbucks 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. © 2014, IJRMBS All Rights Reserved 36 www.ijrmbs.com International Journal of Research in Management & ISSN : 2348-6503 (Online) Vol. 7 Issue 1 Jan. - Mar. 2020 ISSN : 2348-893X (Print) Business Studies (IJRMBS 2020) 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 Japan 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. “Fried chicken 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.
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