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."
Take the first step (it's free).
You may also like:
- A Guide to Business Ethics and Social Responsibility [Infographic]
- Sustainable Branding: Why Leading With Green Misses the Mark, and What to Do Instead
- Old Logo vs. New Logo: How Consumers Feel About Six Brand Redesigns
- Six Ways to Strengthen Your Brand Through Product Packaging
- How to Inspire People to Love Your Brand the Way They Love Harry Potter (or Starbucks or Disney or MarketingProfs!): David Meerman Scott on Marketing Smarts [Podcast]