Professor Yao’s blog interests me because it answers the question that has lingered in my mind all along. Back home in Malaysia, the exact same phenomenon like in China occurs. As I read through this blog, a memory conjured up. It happened in high school when my friend gasped and pointed at my teacher who brought her Mac to class. I remember vividly that she said “Look! The teacher is rich!” The word “rich” is a direct example of the association that Professor Yao makes between the brands and social status. Using Mac provides a “prestigious” and “rich” brand experience to the user, besides elevating his or her social status.

What I learn from Professor Yao’s blog is that brand positioning indeed differs across cultures. Thus, when expanding new markets, it is rational to carefully observe how consumers from different cultures collectively view product brands, before setting prices and deciding how to establish their brands. Nonetheless, it is equally important to examine the various factors that affect a consumer’s decision when purchasing, whether the consumers in a culture weigh more heavily in practicality, quality, innovation, price or brand experience.

Source cited:

Daye, Derrick, and Brad VanAuken. Brand Positioning For Chinese Markets. Branding Strategy Insider, 28 Aug. 2012. Web. 17 Nov. 2012. <http://www.brandingstrategyinsider.com/2012/08/brand-positioning-for-chinese-markets.html#more>.

Picture cited:

Luxury Brands Not Safe From Recession Yet. 2008. UTalk Marketing. Web. 17 Nov. 2012. <http://www.google.com/imgres?num=10&hl=en&tbo=d&biw=1163&bih=562&tbm=isch&tbnid=Kfk0kVbB36iVAM:&imgrefurl=http://www.utalkmarketing.com/pages/Article.aspx%3FArticleID%3D12685&docid=F3iDQhvH8BR-6M&imgu>.