Advertising

Introduction

Each panelist discussed the implications of their research and/or field experience in global

branding. There was also some discussion of the notion of a global brand. That is, what is a

global brand and to what extent is it important to pursue the objective of building a truly global

brand (vs. a brand whose identity varies, at least to some extent, in different parts of the world)?

Summarized below are the key takeaways from each panelist’s discussion.

Professor Sharon Shavitt (University of Illinois)

Brands as Stand-ins for Identity

In general, a brand may carry its own images, associations, and perceptions. People also either

associate with or aspire to certain images or attributes. Consumers are likely to use brands to

build and/or convey their personal identity to others. To this end, they may have some selfpresentation

goals, influenced by their culture.

Cross-Cultural Differences in Self-presentational Goals: Self- vs. Public-image

According to recent research in social psychology and cross-cultural psychology, two dominant

cultural perspectives have emerged: individualistic cultures and collectivistic cultures.

Individualistic cultures (e.g., North America and Western Europe) highlight self-views as unique

and self-reliant. Thus, self-image management is very important. On the other hand, collectivistic

cultures (e.g., East Asia and Latin America) highlight good relationships with other people and

preserving personal image. Thus, public-image management is primarily important.

These cultural differences in self-presentational goals have implications for marketing research,

consumer judgments, and advertising. For instance, people from different cultures may influence

what is construed as a socially desirable response and the extent to which people are likely to

report such responses in marketing research. Because of the increased weight on public (vs. self)

images, collectivists tend to engage more in deception and...