The success of an international brand stands or falls according to how successful the adaptation of the brand is within cultures. An important consideration here is that the brand platform needs to be interpreted true to the appropriate target market. Therefore, an analysis of the cultural determinants is absolutely essential, such as people's perspectives, motivations, perceptions, learning processes, and information about market limitations, government regulations and other cultural occurrences. By taking linguistic and cultural differences into account in the management of a brand, we are able to render the brand desirable for the target market without it losing its global orientation.
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