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Title: How to communicate your brand on the web: Standardise or localise?
Authors: Fan, Y
Keywords: Global brands;Marketing communications;Standardisation versus adaptation;Cultural differences;Localisation
Issue Date: 2004
Publisher: Centaur Media
Citation: Brand Strategy pp 52-53, Feb 2004
Abstract: Do companies adopt standardised strategy in the web communication or do they localise in the different markets and cultures? This remains a global-local dilemma. This paper reports a study of 16 global brands. In total 711 websites were found and 135 were examined. Given the differences in culture, language and market conditions, the question is not about whether to adapt, but what and how to localise the communication while still maintaining brand consistency and benefiting from the global brand equity. Effective web communications in the foreign market requires the company to take cultural issues seriously and specially design the website to appeal to the local audience.
ISSN: 0951-3639
Appears in Collections:Marketing
Brunel Business School Research Papers

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