dispatches from the new world of work

Brands Lost In Translation

In the past two weeks, I heard about two unusual branding efforts in China. On CNN, I saw a piece about Buick being embraced by the Chinese as a very cool, sexy car—not exactly the way Americans think of the sedate sedan. I also heard about the Playboy brand and logo being adopted by Chinese women as a quasi-feminist brand. Wondering if this going on in any other brand categories and especially wondering why these brands are not translating in conventional ways.

Halley Suitt posted this on 03/21/05.

Comments

I'm highly skeptical of the news source. I'd rather take this information with a grain of salt given the barrier to any serious American journalism on Chinese consumer behavior. Was that information received from a Buick salesman in China?

Their culture is completely different than in America. Why impose an American model where it may not be warranted? We can't market their population the same way we do here. That's part of the challenge.

Posted by Dau at March 21, 2005 10:03 AM

ThatÂ´s because the brand is not the product but the way the product is lived by the customers. You can never predict what the brand ill be like when you put the product in a different cultural environment.

Posted by felix gerena at March 21, 2005 10:04 AM

CHRISTIE HEFNER and her somewhat feminist opinions have influenced PLAYBOY and the Chinese apparently.

Posted by John at March 21, 2005 10:36 AM

Dau, I saw the piece on Buick. It was fascinating and likely not the result of a tip from a car salesman. GM has invested 2 billion in China over the past five years and commanded the number 2 spot below Volkswagen the last time I saw numbers.

What's even more fascinating is the level of profit. They made 437 million on sales of 400,000 cars in China. In the US they made 811 million on sales of 5.6 million. Nearly ten times the level of profit. Wow.

Halley I too am interested on how other brands a positioning. It's a market that requires cultural adaptation. Interesting that brands are using that as a potential for a makeover. Eastern Europe still has similar opportunities, although without the numbers.

Posted by Paul Davidson at March 21, 2005 10:42 AM

also in europe the playboy logo is being worn by women (and men) as a quasi-feminist power statement.

not in your culture?

how come? is it for a lack of irony or information?

... after all the ceo of playboy is a feminist.

Posted by jens at March 21, 2005 10:44 AM

Per usual, you folks bring lots of new thoughts to the issue at hand. Thanks for all the great comments.

I like the idea of a "brand makeover" very much Paul and there's something about China being a new wild, wild, West ... I mean ... East that's very intriguing. It certainly feels like a new land of opportunity.

Posted by Halley at March 21, 2005 11:01 AM

The reflective ("meaning") design elements of a product are culture-specific, and can evolve independently of the product's behavioral ("function") and visceral ("feel") design elements.

In other words, you CAN create a totally different meaning for a product once it is separated by time or space. That's why Buicks in China are cool.

Or why a small, noisy, ugly car commissioned by a fascist murderer came to be the poster car of the hippie generation.

Posted by Diego at March 21, 2005 11:08 AM

Actually, the story is every bit true. When I visit China, the airport limo people offer cars as a basic price, but upcharge quite a bit for a Buick (usually pronounced with a little awe and hesitation). There are no shortages of german cars (particularly VWs), but Buick holds a special place in the Chinese mind.

It was explained that as China's first imported luxury car, Buick reached a pinnacle that is slow to change. Yes, Audi and Mercedes will eventually change this, but it demonstates the reward GM was paid by taking a risk and being first (for a change).

Steve

Posted by stephen wahrhaftig at March 21, 2005 12:59 PM

I think Halley hits it stright on. China /India is like the "wild wild east"- Culture impacts brand integrity. Doing a brand makover for globalization is a challenge -- as this needs to transcend cultural boundries from east to west.

Posted by /pd at March 21, 2005 5:22 PM

Sorry.. 4got to mention .. HBS Working Knoweldge has a good article. http://hbswk.hbs.edu/pubitem.jhtml?id=4702&sid=-1&t=special_reports
===
With a population in the billions and with wildly diverse income levels, South Asia poses unique challenges to marketers, to say the least. But smart marketers are figuring out how to adapt by applying basic principles of their trade to the unique characteristics of the region.

===

Posted by /pd at March 21, 2005 5:25 PM