Creating a cultural point of view: design for international brand translation

Citation

Stafford, P. (2010), "Creating a cultural point of view: design for international brand translation", Strategic Direction, Vol. 26 No. 8. https://doi.org/10.1108/sd.2010.05626had.002

Creating a cultural point of view: design for international brand translation

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 8

Stafford P.Design Management Review (USA), 2009, Vol. 20 No. 4. Start page: 22, No. of pages: 10

Describes how Harvey Nichols, the quintessentially British department store, applied design techniques to the marketing strategy for its two new branded flagship establishments in Jakarta, Indonesia, and Dubai by leveraging local culture while remaining faithful to the offbeat and informal style for which it is known. Reviews the characteristics of the Harvey Nichols brand and reveals how success was achieved by focusing on a single message with multiple perspectives. Presents illustrations of Harvey Nichols Dubai and Harvey Nichols Jakarta to reveal how the different design elements were used in each of the stores to impart an overall effect that takes account of the different cultures of the two countries. Concludes that the case study shows how a company tailored the design of its stores to respond more effectively to differences in the global marketplace. Notes how design for each of these projects required the ability to draw from a myriad of cultures and a dexterous approach to design.Article Type: Case studyISSN: 1045-7194Reference: 39AH014

Keywords: Brand management, Case studies, Dubai, Indonesia, Marketing strategy, United Kingdom