Strategic Brand-Culture Fit: A conceptual framework for brand management

Globe has become a small village from the point of view of communication and market access, but till today country-specific culture plays a deciding role behind the success of any marketer. To ignore country-specific culture and to move on the assumption of presence of global culture may well offer a bumpy road to a brand marketer. A close match between country-culture and brand-culture adds significantly to effectiveness of strategy execution. Marketers face a tough time to integrate brand-culture in different countries of operation. This paper has offered a conceptual framework to manage the integration of brand-culture with the culture of the country of operation. A matrix framework is proposed for position identification and possible branding strategies, which is applicable regardless of the type of product or service provided and country of operation.