Vol. 3, Issue 3 (2018)
Impacts of culture on brand positioning and international marketing
Author(s): Haleh Zeynalabedin Zadeh, Dr. Anthony Rose
Abstract: Today, in the global village created by Social Networking and other communication channels, recognizing different cultures and their impact on each other is inevitable. Despite the many similarities in the culture of countries in a region, there are significant differences between cultures in different countries of the world. These differences have a profound effect on global trade growth. In this respect, the marketing of a brand is no exception. Brands need to recognize the culture of the country in order to attract customers in different countries and geographies, in addition to geographical information, customer needs, distribution of products etc. Because cultural differences can lead to a failure of marketing and brand positioning and heavy financial losses. The purpose of this article is to examine these factors in cultures and their effects on the success of a brand.
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