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

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...

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Bibliographic Details
Main Authors: Alexandra IOANID, Petruta MIHAI, Gheorghe MILITARU
Format: Article
Language:English
Published: Romanian Foundation for Business Intelligence 2014-11-01
Series:SEA: Practical Application of Science
Subjects:
Cultural diversity
Country-specific culture
Cultural branding
Online Access: http://seaopenresearch.eu/Journals/articles/SPAS_5_49.pdf

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