Marketers and branding experts take good care to think about various elements of their brands: What feelings do the colors evoke? What are people's reactions to the logo? What are the brand values?
The term used in the infographic is "geographic entanglement," and we're all familiar with this concept, even if we don't think about it frequently. For example, Volkswagen deliberately uses German in its international slogans to maintain the "country of origin" effect, which can strongly influence buying decisions, the infographic says.
It goes on to explain that geographic entanglement matters to brands for various reasons, such as the idea that "positive geographic associations can be a long-term competitive advantage that is hard to imitate."
For more on the geography of branding (or the branding of geography), check out the infographic. Tap or click to see a larger version.
Continue reading "Where in the World Is Your Brand From, and Why Does It Matter? [Infographic]" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Brand Management:
- Rebranding: Five Steps to Building a Story of Evolution and Growth
- Why Marketers Should Build Consumer Trust Through Product Data
- Building a Standout Brand Goes Way Beyond Your Logo: Nick Westergaard on Marketing Smarts [Podcast]
- The Reputations of the 100 Most Visible Corporations
- 'Be a Quitter Like Me'—Stories, Connections & Books: Bobby Lehew on Marketing Smarts [Podcast]