As we all know, branding is a core part of a company’s identity as it defines who they are and what they will do for many years to come, even if they decide to branch off to other types of products. Depending on what the company is selling, marketing strategies are formed to help them build up their reputation and become recognized by the general public and possibly by companies from other countries. However, why does an advertisement for, let’s say McDonalds, are so much more different than in Malaysia? That is because each country has their own unique way of creating advertisements.
The marketing strategies for Malaysia branding is different from other countries, so as the countries having different strategies than the others. As Malaysia is known for its diversity of races, most advertisements would feature a group of people with different races gathering around in an area while dressing up to the festive holidays accordingly. This is a common troupe used by most companies related to food such as KFC, McDonalds, Burger King and many more to promote racial diversity while boosting their own public image through advertisement. Additionally, they would also add new products that are related to the festive holidays that would act as a reminder to their loyal fans on which festive holiday is approaching soon just like McDonald’s Prosperity Burger that is only available during Chinese New Year.
Let’s move on to a little bit north east from here, to the land of the rising sun, Japan. As we all know, Japan is known for some of its wackiest advertisements that they still do even today. Does Long Long Man ring any bell? If you have seen their advertisements once, then it is a success on their part. Through a series of advertisements, they tell a story of a woman who is not satisfied with small gummies but loves the long and stretchiness of a long gummy, Sakeru Gummy, the company that created the gummy candies, have received the attention of many viewers all over the world as the advertisements are watchable on Youtube. Besides that, there is an advertisement of a woman who was rejected by a man to only beat him up with a bouquet of roses, launching him into the air and finishing him off by popping a cork at him, to only reveal it is an advertisement for a game called Devil May Cry. You see, Japan’s advertisements work successfully because not only does it serve to raise the products’ awareness, but to deliver a shock value to their viewers which makes them more memorable to viewers from other countries as well. Although they will be remembered as the wacky advertisements, the company successfully fulfilled their purpose.
Culture has a major effect on how an advertisement is created as different countries have different tolerance towards certain topics, which could tarnish their reputation if the advertising team does not research their target audience well.
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