When World Collide: Global brands meet local culture

This presentation explores the likelihood that advertising will travel successfully from one country to another, with a specific focus on the impact of cultural differences between Latin American countries.

When World Collide: Global brands meet local culture

Nigel HollisMillward Brown, United States

Jorge AlagònMillward Brown, Mexico

Gabriel CastellanosMillward Brown, Colombia

INTRODUCTON

A strong brand is a valuable asset that can serve a business in many ways. A strong brand, one that consumers are bonded to on an emotional level, can help drive sales volume, justify a price premium, and protect future profits. Having created a strong brand in one country, many companies seek to replicate that success abroad. However, there is no guarantee that a strong brand in one country will readily replicate its success in...

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