Global Brand Management

Differentiation in Global Brand Management (Photo: Herbst)

Cultural differences have a large affect on the design of a global brand management strategy. Managing feedback is key to finding success in the diverse ‘village’ that is our world.

A look at any newspaper, magazine or television programming gives the impression that the world has become a village with a population of like individuals. Differences have disappeared and the ones that still exist, won’t for much longer. The world as a village?

The impression of assimilation only increases when we consider Chinese youths who dress in western fashions, eat western foods and listen to western music. Here in the western world, we eat pot stickers, consult feng shui experts and attend the Beijing Opera.

Yet who would contend about themselves that they had oriented their values, their thoughts, their feelings and their behavior on an Asian culture? A deeper study shows rather quickly how locally rooted culture around the world is. Why are there national editions of the Financial Times, National Geographic and CNN? Of MTV and even Sesame Street? Read more…