Cyberbranding: Brand Building in the Digital Economy

Global Brands and Cultural Issues

It’s amazing to realize how brands fulfill the needs of various cultures. However, it’s an ongoing challenge for marketers to realize that worldwide brands carry the burden of cultural intricacies. As a matter of fact, in Asia-Pacific regions, “a common Chinese idiom describes Asia as an area of great treasures but a place filled with hidden dragons and tigers.”^[20] The explanation is straightforward, but nonetheless an issue for marketers and companies to face when promoting global products. With linguistic and cultural pitfalls, western civilization needs to understand a region completely and thoroughly before launching a brand in that region. There are far more issues to address in global branding. Research ...