Mixed Messages: Branding Guidelines Arab Culture
Introduction
To be able to correctly market to any target demographic one must first have a full understanding of the political correctness that surrounds the culture. Certain stigmas and generalizations about any culture often are over assertion and a broad net cast across the culture giving classification to all even though there is a vast difference in the culture being stereotyped. This is especially true when looking at Arab culture.
Arab Culture
When looking at the classification of word Arab it is more easily understood as a group of people and not one specific race or religion. This can be explained much in the same way that Americans view being American. Arab culture spans across several …show more content…
Failing to recognize the staunch connection between culture and religion cannot be underestimated. The two are not mutually exclusive, but rather, critical factors for success in the culture. Often Arabs are viewed as a one-dimensional character in a world, but the reality of this is that Arab are culturally rich. Arab arts and culture have a broad reach in the United States, they span from New York to Texas and everywhere in-between. Whether its arts centers or museums the culture is embedded across the world, and most commonly, Arabs are depicted as one type and one view, but they are more than …show more content…
When looking to expand the FedEx brand into Arab markets, FedEx did their homework. FedEx’s branded logo look for the United States and any other country that reads from right to left makes complete sense and whether intentional or not their brand has a directional arrow in it to signify that its going forward to the American culture. FedEx marketers used the current feel of their brand and used the adaptation model to keep the overall feel of their brand in the new market. The used Arabic language to convey their name and inserted their arrow into the Arabic writing to continue their constancy. Though the way marketer did this was to follow the semantics of the written language of right to left instead of being ignorant and keeping with the brand. This is very relevant when branding a company in a cross cultural economy, mainly because a business shouldn’t want their business to be portrayed in a socially unacceptable way when emerging into new markets especially when it is a World-Wide
Introduction
To be able to correctly market to any target demographic one must first have a full understanding of the political correctness that surrounds the culture. Certain stigmas and generalizations about any culture often are over assertion and a broad net cast across the culture giving classification to all even though there is a vast difference in the culture being stereotyped. This is especially true when looking at Arab culture.
Arab Culture
When looking at the classification of word Arab it is more easily understood as a group of people and not one specific race or religion. This can be explained much in the same way that Americans view being American. Arab culture spans across several …show more content…
Failing to recognize the staunch connection between culture and religion cannot be underestimated. The two are not mutually exclusive, but rather, critical factors for success in the culture. Often Arabs are viewed as a one-dimensional character in a world, but the reality of this is that Arab are culturally rich. Arab arts and culture have a broad reach in the United States, they span from New York to Texas and everywhere in-between. Whether its arts centers or museums the culture is embedded across the world, and most commonly, Arabs are depicted as one type and one view, but they are more than …show more content…
When looking to expand the FedEx brand into Arab markets, FedEx did their homework. FedEx’s branded logo look for the United States and any other country that reads from right to left makes complete sense and whether intentional or not their brand has a directional arrow in it to signify that its going forward to the American culture. FedEx marketers used the current feel of their brand and used the adaptation model to keep the overall feel of their brand in the new market. The used Arabic language to convey their name and inserted their arrow into the Arabic writing to continue their constancy. Though the way marketer did this was to follow the semantics of the written language of right to left instead of being ignorant and keeping with the brand. This is very relevant when branding a company in a cross cultural economy, mainly because a business shouldn’t want their business to be portrayed in a socially unacceptable way when emerging into new markets especially when it is a World-Wide