Global Brand Management-From The Cross Cultural Perspective

Nowadays more and more Chinese enterprises are going international. At the same time, the global brand management is becoming more and more important in doing international business. A global brand is perceived to reflect the same set of values around the world. A global brand removes the national barriers and linguistic blocks while marketing internationally. A global brand nowadays is more than a symbol used to identify the product or its producer. It is now more often considered as a kind of relationship and communication with the consumers, which helps to satisfy their physical and emotional needs and persuade them to purchase products.Global brand management is a dynamic and a continuous process that needs consistent investment of time and money. Many traditionally local brands are sold, phased out, or face transition to a new regional or global brand name and subsequent harmonization. Long-established brands have enhanced their dominant positions across the globe, threatening less marketing-savvy local brands, but are also encountering stern opposition from local brands that find ways to fight back. Some of the global brands manage to become local institutions by filling a local role in the societies where they operate.Cross-culture analysis of global brand management requires a detailed understanding of culture, for different countries have different cultures, and culture as a crucial factor influences brand localization. Cross-cultural perspective is the direction of this study. The cultural perception towards the brand will determine if the brand management is successful or not. From the cross-cultural perspective we could study comprehensively how to establish and develop the global brand.This thesis is aimed at giving multi-managerial approach to a study of global brand to provide global business managers with some suggestions for formulating and implementing successful brand management based on their awareness of different cultures.