Cultural Identity and Globalization in the Dynamics of Brand Management

In an era of globalization, brand management intersects with cultural identity and global market integration. As brands expand across borders, they become cultural symbols shaped by local values, traditions, and social norms. The challenge of maintaining a coherent global brand image and adapting to diverse cultural contexts becomes central for brand managers. Understanding how cultural identity influences consumer perceptions, and how globalization reshapes those identities, may reveal how brands successfully balance standardization with cultural sensitivity to remain authentic, relevant, and competitive in an interconnected world. Cultural Identity and Globalization in the Dynamics of Brand Management explores the dynamics of brand management in an increasingly globalized and culturally diverse marketplace. It examines how brands construct and communicate identity across borders, adapt to local cultural nuances, and develop strategies that balance global consistency with regional relevance. This book covers topics such as sociology, digital technology, and consumer loyalty, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

Pagina's: 528, Hardcover, IGI GLOBAL SCIENTIFIC PUBLISHING