INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS

Alexandra Ioanid, Petruta Mihai and Gheorghe Militaru
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Alexandra Ioanid: University Politehnica of Bucharest, Romania
Petruta Mihai: University Politehnica of Bucharest, Romania
Gheorghe Militaru: University Politehnica of Bucharest, Romania

SEA - Practical Application of Science, 2014, issue 5, 355-358

Abstract: A strong brand is the one that integrates its cultural origins and values with the cultural values of the countries where it operates, building relationships based on trust with the local consumers. The chances for a company to gain share market when starting operations in a new country grows a lot if the management allows enough regional flexibility on how the brands are marketed, according to the cultural characteristics of the potential local customers. In the actual globalized business environment, the brand marketer has the choice to adopt a global or a local approach in the marketing strategy, that most of the times determines the success or the failure of the business in a specific country. An important challenge for any marketer is the integration of the brand-culture with the country-culture and in this context, the paper analyses different cultures and offers some branding strategies valid for both products and services. This paper aims to demonstrate the importance of the country-specific culture integration in the marketing strategy of a company for growing the effectiveness of all its operations. The ideas mentioned in this paper are based on literature research and also on authors’ experience with multicultural environments.

Keywords: Cultural diversity; Country-specific culture; Cultural branding (search for similar items in EconPapers)
JEL-codes: M16 M31 M37 (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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