How global brands resonate across cultures Alessandra Cotugno and Sue Mizera Source: WARC Best Practice, April 2017 Downloaded from WARC This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands...
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How global brands resonate across cultures Alessandra Cotugno and Sue Mizera Source: WARC Best Practice, April 2017 Downloaded from WARC This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures. A global brand is characterised by a series of standardised attributes that allow recognition on multiple markets, but successful global brands need to be able to adapt their communications to reflect local values and culture. While local brands are thriving, global brands are declining as not all of them manage to compete with local ones in forging a deep connection with cultures. This paper identifies six best practices of successful global brands that are achieving cultural impact, such as IKEA, Disney, McDonald's, LEGO and Ray-Ban. In order to be successful, global brands should be able to master the power of culture and aim to become an icon in every culture they play in. Jump to: Definitio
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