Multicultural, not multinational: emerging branding strategies in culturally diverse societies

This paper proposes that approaches to culture-based brand positioning are diversifying in response to increasing complexities of consumer cultural identities, with uni- bi- and multicultural identities emerging. Acting as visualisations of consumers’ cultural identities, brands represent people’s ideas about their membership of cultural groups. Findings from a critical visual analysis of brand communications reveal that the brands’ positioning concepts include associations with single cultures, or two or more distinct types of culture that go beyond traditional global-local positioning strategies. This suggests that in culturally diverse marketplaces, coherent branding strategies that create ‘multi-cultural’ meanings can be used by marketers as a competitive positioning tool, to appeal to consumers that integrate multiple cultures in their identities

`They don't want us to become them': Brand Local Integration and consumer ethnocentrism

This paper investigates whether positioning strategies of foreign brands that integrate both foreign and 'localised' dimensions of country-of-origin (COO) appeals shape perceptions and attitudes of domestically biased consumers. Ethnocentric consumers hold strong favourable attitudes towards local-perceived brands. At the same time, brand positioning strategies of local brands acquired by multinational corporations and of foreign brands entering the local market often integrate foreign COO appeals with locally relevant manufacturing and/or symbolic appeals. The results indicate that foreign brand identities that integrate 'localised' appeals communicating respect of local traditions (through the use of local images, symbols, and recipes) and contribution to the local society's well-being (through local manufacture, employment, use of local ingredients) lead to more favourable consumer perceptions. In distinguishing between 'purely foreign' and 'locally integrated foreign brands', consumers perceive the latter to be more acceptable for consumption. The paper concludes by considering the implications of the findings and outlining directions for further research.No Full Tex

New methods to constrain the radio transient rate: results from a survey of four fields with LOFAR

We report on the results of a search for radio transients between 115 and 190 MHz with the LOw-Frequency ARray (LOFAR). Four fields have been monitored with cadences between 15 minutes and several months. A total of 151 images were obtained, giving a total survey area of 2275 deg2. We analysed our data using standard LOFAR tools and searched for radio transients using the LOFAR Transients Pipeline (TraP). No credible radio transient candidate has been detected; however, we are able to set upper limits on the surface density of radio transient sources at low radio frequencies. We also show that low-frequency radio surveys are more sensitive to steep-spectrum coherent transient sources than GHz radio surveys. We used two new statistical methods to determine the upper limits on the transient surface density. One is free of assumptions on the flux distribution of the sources, while the other assumes a power-law distribution in flux and sets more stringent constraints on the transient surface density. Both of these methods provide better constraints than the approach used in previous works. The best value for the upper limit we can set for the transient surface density, using the method assuming a power-law flux distribution, is 1.3 · 10-3 deg-2 for transients brighter than 0.3 Jy with a time-scale of 15 min, at a frequency of 150 MHz. We also calculated for the first time upper limits for the transient surface density for transients of different time-scales. We find that the results can differ by orders of magnitude from previously reported, simplified estimates