Developing a Brand in Different Cultural Contexts

Abstract

Faced with a progressive saturation of offerings in local markets, or at least in those most evolved, modern business organizations increasingly feel the need to develop their business in new countries. Although in the international market many physical barriers have fallen there are still profound differences between countries and different cultures which can, if not opportunely considered, condition the success of a brand. Therefore, the need has grown to understand the affinities and differences between the markets of the world, particularly when these influence a brand’s commercialization.