Research on the Integration of Localized Communication and Marketing Strategies of Global Brands in a Cross-cultural Context: Taking Starbucks as an Example
Year: 2024
Type: article
Abstract: Under the impetus of globalization, more and more international brands choose to enter different cultural markets, and it becomes imperative to explore how brands can adopt localization strategies in the communication process to maintain their global consistency and enhance local adaptability. This study focuses on integrating localized communication and marketing strategies of global brands in cross-cultural contexts and explores in depth how global brands adapt and integrate into local cultures through localized communication and marketing strategies when entering different cultural markets. This study uses literature analysis, process tracking method, and comparative analysis method, combining Starbucks' localized communication strategies in China, Japan, the United States, and other markets to analyse the brand's communication methods in different cultural backgrounds and their impact on consumer cultural identity. The study found that the localized communication of global brands in a cross-cultural context needs to maintain the consistency of the core value of the brand while making corresponding adjustments based on local culture, consumer preferences, market environment, and other factors to effectively enhance the brand's localized adaptability and consumer recognition. This study shows that successful localization lies not only in language and product adjustments but also in deep cultural integration and localized expression of brand value. Global brands should create a brand image with cultural sensitivity through continuous cultural adaptation and innovative communication strategies, to achieve long-term brand development and success in the cross-cultural market.
DOI: 10.54097/4p4dbk21
Author: Chang Shu
Institution: Wenzhou-Kean University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405809077