How global brands resonate across cultures

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

How global brands resonate across cultures

Alessandra Cotugno

Sue Mizera

Jump to: Definition | Where to start | Essentials | Checklist | Case studies | Further reading

Becoming a truly global brand, one that is culturally relevant across multiple markets, involves making powerful connections across cultures. Localising a global brand means resonating in every culture a brand wants to play in. To do this, brands nee

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