Analysis Of Global Brand Strategy From Cultural Perspective

Under the circumstance of economic globalization and increasing tension of international competition, global brand strategy has been attracting more attention due to the importance of global brand assets. Global brand strategy has become an important part of MNCs'entire business strategy, for the global brand strategy could help MNCs to achieve their global expansion, establish competitive advantage as well as make higher ROI. Though globalization had presented as a phenomenon in 19th century, it has been the focus of international marketing in the last decade of 20th century. Levitt's homogeneity theory published in 1980s has aroused an over-heated debate of standardization and localization in academic domain. Global brand proposition model is introduced in the thesis on the basis of a complete introduction of global brand strategy theories as well as cross-culture analysis and consumer behavior theory. Global brand proposition model contains two parts, the first part is the internal analysis which requires considering the consistency of the inner elements when entering foreign markets, the inner elements include business strategy, brand expression, marketing mix. The Second part is external analysis, which contains conventions, brand perception and brand recognition. A good global strategy can be made only after a thorough inter–culture analysis and after adapting it into the local tradition in host countries. Standardization is the core of global brandstrategy, while the basic approach is the policy adjustment according to the local language, culture and custom of foreign markets in host countries.