Image of a Cosmetics Brand and Advertising in International Context - Case Lumene in Russia
Kolehmainen, Marjaana (2003)
Kuvaus
Kokotekstiversiota ei ole saatavissa.
Tiivistelmä
The aim of the study was to analyze how advertising can be used in the management of brand image in international context, especially in cosmetics sector. The formation of brand image and the effect of culture on image was analyzed. Advertising in international context was analyzed concentrating on the development of advertising appeals and execution of advertising and analysis what affects the standardization possible in international advertising. The advertising was analyzed in Russia, the main focus being on the strategies in cosmetics sector.
The empirical part of the study concentrated on analyzing the image and advertising of a Finnish cosmetics brand Lumene in Russia. As a method a quantitative study for Russian women as users of cosmetics was performed. Total 150 questionnaires were sent to three major cities in Russia: St.Petersburg, Moscow and Krasnoyarsk. The results were analyzed with statistical program SPSS for Windows. The image of Lumene in Russia was then compared to the identity of the brand and effectiveness of advertising was analyzed.
The findings of the study pointed out the importance of culture on brand decisions and development of advertising strategy in foreign market. Culture affects the whole pattern of human behavior and thus has a strong role as well in the formation of brand image. Cultural differences should be considered carefully in every aspect of advertising strategy and Hofstede’s cultural dimensions should be used as a tool in doing that. The findings of empirical study suggested that Lumene has succeeded quite well in communicating its identity with advertising in Russia. However, not all brand identity elements were perceived in a desirable manner suggesting that advertising should be further developed.
The empirical part of the study concentrated on analyzing the image and advertising of a Finnish cosmetics brand Lumene in Russia. As a method a quantitative study for Russian women as users of cosmetics was performed. Total 150 questionnaires were sent to three major cities in Russia: St.Petersburg, Moscow and Krasnoyarsk. The results were analyzed with statistical program SPSS for Windows. The image of Lumene in Russia was then compared to the identity of the brand and effectiveness of advertising was analyzed.
The findings of the study pointed out the importance of culture on brand decisions and development of advertising strategy in foreign market. Culture affects the whole pattern of human behavior and thus has a strong role as well in the formation of brand image. Cultural differences should be considered carefully in every aspect of advertising strategy and Hofstede’s cultural dimensions should be used as a tool in doing that. The findings of empirical study suggested that Lumene has succeeded quite well in communicating its identity with advertising in Russia. However, not all brand identity elements were perceived in a desirable manner suggesting that advertising should be further developed.