• Version
• Download 8
• File Size 388.25 KB
• File Count 1
• Create Date 9 June 2025
• Last Updated 9 June 2025

STUDY ON CROSS-CULTURAL BRANDING: HOW GLOBAL BRANDS ADAPT IN LOCAL MARKETS

Authors:

Prathna Sahu, ( prathnasahu03@gmail.com ),

B.com (H), Amity Business School

Dr.Suresh Kumar Pattanayak, ( skpattanayak@rpr.amity.edu ),

Associate Professor, HOD

Amity University, Raipur (C.G.)

Abstract: This study explores how global brands successfully navigate cultural differences to position themselves in diverse local markets. As globalization increases, brands like McDonald’s, Coca-Cola, and Nike face the challenge of maintaining a consistent global identity while resonating with culturally diverse consumers. This literature-based analysis investigates the strategies employed by global brands to adapt to local cultures through changes in packaging, advertising, product design, and messaging. The study highlights the role of cross-cultural understanding in branding success and offers recommendations for future brand managers to achieve both global consistency and local relevance.

Keywords: Cultural branding, global brands, local markets, glocalization, consumer behavior, brand adaptation