GLOBAL BRANDS, LOCALIZATION AND CULTURAL SIGNS
Journal Title: The Turkish Online Journal of Design, Art and Design (TOJDAC) - Year 2013, Vol 3, Issue 1
Abstract
The cultural values that have influence on the consumers’ brand or product perceptions differ from country to country. The global brands also develop local strategies by using the countrys’ cultural signs in which they market their products or distingusigh themselves from other brands in the market by using different strategies. Undoubtedly, the strategies that the brands adopt can also be seen in their advertising messages. In this study, the local practices of a global brand will be analyzed. And also the cultural signs used in brand’s advertisements in order to reach to Turkish target market will be evaluated.
Authors and Affiliations
Ceyda Deneçli
Keywords
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- EP ID EP93059
- DOI 10.7456/10301100/001
- Views 143
- Downloads 0
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