Cultural Characteristics and Global Branding

Abstract

Brand strategy is essential for the company; brand determines communicationcontent. The impact of brands is now manifest in every singleaspect of business . Product may be considered as brand only if it entersand covers the global market and is globally aware. For that it isimportant to take into account cultural characteristics. Different culturalrepresentatives react in various manner on one and the samefactor, cultural factor identification is the main keys to success. Articleemphasizes the role of culture in branding illustrating various secondaryand primary research data, covering issues like media characteristics,segmentation, preferences and etc. Brand strategy should be discussedin terms of globalization, it should be flexible and customizedaccording to the relevant environment.