INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2014-11-01
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| Series: | SEA: Practical Application of Science |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_5_49.pdf
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| _version_ | 1819088101515984896 |
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| author | Alexandra IOANID Petruta MIHAI Gheorghe MILITARU |
| author_facet | Alexandra IOANID Petruta MIHAI Gheorghe MILITARU |
| author_sort | Alexandra IOANID |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-21T21:46:41Z |
| format | Article |
| id | doaj.art-0ff10789cb5a4f83b91ae8e5e4d6f8d8 |
| institution | Directory Open Access Journal |
| issn | 2360-2554 |
| language | English |
| last_indexed | 2024-12-21T21:46:41Z |
| publishDate | 2014-11-01 |
| publisher | Romanian Foundation for Business Intelligence |
| record_format | Article |
| series | SEA: Practical Application of Science |
| spelling | doaj.art-0ff10789cb5a4f83b91ae8e5e4d6f8d82022-12-21T18:49:13ZengRomanian Foundation for Business IntelligenceSEA: Practical Application of Science2360-25542014-11-01II5 (3/2014)355358seapas:y:2014:i:5:p:355-358INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESSAlexandra IOANID0Petruta MIHAI1Gheorghe MILITARU2 University Politehnica of Bucharest, Romania University Politehnica of Bucharest, Romania University Politehnica of Bucharest, Romania 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. http://seaopenresearch.eu/Journals/articles/SPAS_5_49.pdf Cultural diversityCountry-specific cultureCultural branding |
| spellingShingle | Alexandra IOANID Petruta MIHAI Gheorghe MILITARU INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS SEA: Practical Application of Science Cultural diversity Country-specific culture Cultural branding |
| title | INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS |
| title_full | INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS |
| title_fullStr | INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS |
| title_full_unstemmed | INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS |
| title_short | INTEGRATING COUNTRY-SPECIFIC CULTURE IN THE BRANDING STRATEGY FOR BUILDING GLOBAL SUCCESS |
| title_sort | integrating country specific culture in the branding strategy for building global success |
| topic | Cultural diversity Country-specific culture Cultural branding |
| url |
http://seaopenresearch.eu/Journals/articles/SPAS_5_49.pdf
|
| work_keys_str_mv | AT alexandraioanid integratingcountryspecificcultureinthebrandingstrategyforbuildingglobalsuccess AT petrutamihai integratingcountryspecificcultureinthebrandingstrategyforbuildingglobalsuccess AT gheorghemilitaru integratingcountryspecificcultureinthebrandingstrategyforbuildingglobalsuccess |