MGMT WK1 Differences between American and India

Corporate Image

The representation that a company portrays to consumers through visual signs, including colours, images, size, and language.

Visual Communication

The transmission of ideas and information through visual aids like images, illustrations, symbols, and other visuals.

Cultural Dimensions

Framework for understanding the effects of culture on values, with specific dimensions such as individualism vs. collectivism, power distance, uncertainty avoidance, etc.

High Context Culture

Cultures that rely heavily on context, non-verbal cues, and indirect communication, common in Eastern societies like India.

Low Context Culture

Cultures that prefer direct communication and explicit messages, typical in Western societies such as the USA.

E-brand images

Electronic images used in branding, particularly within websites for digital marketing.

Symbolism

Use of symbols to convey meanings and values which can be understood differently across various cultures.

Visual Cues

Elements such as colours, typography, and imagery that represent a brand's identity and impact consumer perception.

Cultural Aspects in Marketing

Factors like traditions, preferences, and social behaviors that marketers must consider when addressing different cultural audiences.

Illustrations vs. Photographs

Differences in visual presentation where high context cultures like India favor illustrations for artistic representation, while low context cultures like the USA prefer photographs for realism.

Target Audience Identification

The process of defining and understanding the specific group of consumers a marketing campaign is designed to reach.

Brand Awareness

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand.

Adaptation vs. Standardization

The marketing strategy of either tailoring visual communications to fit local cultures (adaptation) or using the same approach across different countries (standardization).

Emotional Appeals

Marketing messages that evoke emotional responses from consumers, often preferred in high context cultures.

Cool Colours

Colours that are calming and typically associated with a sense of tranquility; often favored in American visual communications.

Warm Colours

Colours that are more vibrant and energizing, often associated with traditional values in cultures like India.

Cultural Encoding of Messages

The process by which specific messages are tailored to be relevant and easily understood within different cultural contexts.

Literal Data

Direct, factual information that is emphasized in marketing communications, especially in low context cultures.