Adapting Marketing Campaigns Across Cultures: Lessons from International Companies
Adapting Marketing Campaigns Across Cultures: Lessons from International Companies

Author(s): Kalina Shagova
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Sociology of Culture, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: cross-cultural marketing; localisation; brand identity; adaptation; international companies
Summary/Abstract: In the age of worldwide digital media, marketing managers have to find a careful balance between keeping a consistent brand image and changing campaigns to fit different cultural views. This article looks at how five global companies- Dove, Netflix, KFC, Coca-Cola, and H&M- have dealt with this problem. It uses cultural and branding ideas from Hofstede, Hall, and Levitt to point out key lessons and suggest a new tool: the Brand Resonance Matrix (BRM. The matrix helps marketers decide how much to change a campaign based on cultural differences and how central the brand image is. The study suggests that brands do well across cultures when they value local symbols and views while protecting their global image.

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