Global Branding Event / Brand Matters @ Carlson School of Management

Brand Matters Event

Entering global markets is can be a large shift in brand strategies for mature brands.    The event opened the door to the conversation by explore ones understanding of the culture your brand was trying to reach.   Brands need to consider that their brand equity at home will not count or transfer at all into the next global market.   Having a brand or launching a new brand that is not known may be a better starting point vs. any negative perceptions foreign cultures may have of corporate identities abroad.  In either case there is a large chasm of trust to be crossed.   Many cultural studies focus on basics of symbols, colors, and general beliefs.   While these are critical starting points to begin to understand the differences in cultural values and perceptions it only scratches the surface of understand the marketing landscape.   In many countries the conversation about foreign brands has been underway for quite some time.   Regardless of any accuracy,  foreign stakeholders have been driving the conversation and setting the tone.   Historical stigmas of imperial exploration and colonization still linger in the cultural concision of the population.  Modern day corporate greed splashes across daily headline.   Foreign policies create unfair playing fields for market competition.   So how does a brand overcome global challenges such as these?

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