Cultural Characteristics and Global Branding

Authors

  • Leli Bibilashvili The University of Georgia

DOI:

https://doi.org/10.62343/cjss.2013.127

Keywords:

Cultural Influence, Consumer Behavior, China Market Segmentation, Tiered Cities, Local Brand Advantages, Media Consumption

Abstract

Brand strategy is essential for the company; brand determines communication
content. The impact of brands is now manifest in every single
aspect of business . Product may be considered as brand only if it enters
and covers the global market and is globally aware. For that it is
important to take into account cultural characteristics. Different cultural
representatives react in various manner on one and the same
factor, cultural factor identification is the main keys to success. Article
emphasizes the role of culture in branding illustrating various secondary
and primary research data, covering issues like media characteristics,
segmentation, preferences and etc. Brand strategy should be discussed
in terms of globalization, it should be flexible and customized
according to the relevant environment.

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Published

31.12.2013

How to Cite

Bibilashvili, L. (2013). Cultural Characteristics and Global Branding. Caucasus Journal of Social Sciences, 6(1), 146–160. https://doi.org/10.62343/cjss.2013.127

Issue

Vol. 6 No. 1 (2013)

Section

Research papers

License

Copyright (c) 2023 Julieta Andguladze

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