Self-Image and Brand

It is hard to imaging that the products we buy have both self-congruity and country of origin aspects to them. According to a study in Social Behavior & Personality consumer intention to purchase is often based on the brands alignment with culture and self-perception (Yu, Lin & Cheb, 2013).

People view brands within the context of their cultures, self-image, and countries. Brands can be seen as foreign or domestic. They must still be viewed as part of the persons identity and how they view themselves.

Consider that a brand is more image than anything else. It is how it is perceived in the market by those who would consider buying it. It could stand for quality, coolness, fun, sophistication, etc... The person must make a connection between themselves and the brand.

You may also find that some brands don't sell well in some countries. An example, I can think of is nationalism and consumerism. Chinese may feel a sense of loyalty to buying their own brands while Americans might prefer "Made in America" products.

When designing and selling a product it is important to understand the brand and how it is perceived by others within their cultural context. This is important in creating higher levels of sales and brand attachment.

Yu, C., Pei-Jou, L. & Chun-Shue, C. (2013). How brand image, country of origin, and self-congruity influence internet users' purchase intention. Social Behavior & Personality, 41 (4).


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