The Relationship Between National Culture and Brand from The Concept of Softpower - A Case Study of SONY

• Main Authors: Nien-An Lin, 林念鞍
• Other Authors: Wei-Gon Liou
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/00259965468371481101

碩士 === 實踐大學 === 產品與建築設計研究所 === 96 === In this rapid progressive and massive information age, marketing market has become a globalized market. We are filled with various ranges of products which are from different countries with their own brand name. They are affiliated with globalization but are still sticking to their inherent cultures. Culture has invisible value and is also an important asset to any countries. Internally, it is an accumulation of living experience and process, and externally it acts as a representative of the country image and an important source of soft power. A brand will reach a highly degree leverage with customer’s recognition when the brand has positive brand equity in a specific industry and the country has positive resource. In Asia, Japan is the country with most soft powers and positive nation image. It has culture power to influence the world, and its living standard and technology are in the same steps with West developed countries. In addition, as we know that SONY is one of the most representative brands from Japan and which has been listed among the top 100 brands all over the world with positive brand equity. This research is based on the concept of “Soft Power” from Joseph S. Nye, Jr. to observe Japanese culture and further to conclude the soft power of Japanese culture by its four culture features as nature-loving nation, artisan spirit, consuming entertainment, and technology lifestyle. Also, the research will apply SONY as case study to figure out the relationship between SONY brand image and the soft power of Japanese culture. By further study and discussion of articles and case studies, we found there is a consistent relationship between SONY brand image and the soft power of Japanese culture. When any enterprises are marketing their brands, a positive nation culture will help to accelerate this process and also to affect customer’s evaluation of the brand. An enterprise with positive brand image will become an important resource of nation’s soft power. A company can take the advantage of culture differentiation to raise the value of the brand and the product. Moreover, a company can create unique and attractive products by its culture features for developing new products in the aspects of design, materials, colors, and appearance.