How global brands resonate across cultures

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

How global brands resonate across cultures

Alessandra Cotugno

Sue Mizera

Jump to:Definition | Where to start | Essentials | Checklist | Case studies | Further reading

Becoming a truly global brand, one that is culturally relevant across multiple markets, involves making powerful connections across cultures. Localising a global brand means resonating in every culture a brand wants to play in. To do this, brands need to understand local cultures, lifestyles and ideologies.

Definition

A global brand is a product or service that is marketed and sold in many...

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