Study of advertising strategies of global brands: Effect of local cultures on advertising strategy

Abstract

Globalisation – the movement to an integrated and closely knit global economy has forced brands tothink of the entire world as one market. This is prompting the marketers to look at the needs fromdifferent nations in a similar lens. These minimal differences across nations are leading to thestandardisation of products, manufacturing and institutions of trade and commerce. Propogators ofstandardization imagine an environment in which worldwide consumers with homogenised tastesand lifestyles can be satisfied with a single product and reached with a single message overwhelmingthe differences that might exist across countries and cultures.