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Developing a Brand in Different Cultural Contexts

In: Brand Storming

Author

Listed:
  • Michele Fioroni
  • Garry Titterton

Abstract

Faced with a progressive saturation of offerings in local markets, or at least in those most evolved, modern business organizations increasingly feel the need to develop their business in new countries. Although in the international market many physical barriers have fallen there are still profound differences between countries and different cultures which can, if not opportunely considered, condition the success of a brand. Therefore, the need has grown to understand the affinities and differences between the markets of the world, particularly when these influence a brand’s commercialization.

Suggested Citation

  • Michele Fioroni & Garry Titterton, 2009. "Developing a Brand in Different Cultural Contexts," Palgrave Macmillan Books, in: Brand Storming, chapter 0, pages 139-151, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23351-5_15
    DOI: 10.1007/978-0-230-23351-5_15
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