Choosing Products and Brand Signatures to Build Cultural Equity

The brand’s cultural positioning provides the global marketer with a blueprint for choosing the right products/services and brand signature elements (name, logo, and other identifying symbols) that will support it. Choosing culturally symbolic, or iconic, products for penetrating a foreign market not only reinforces a cultural positioning, but also constitutes an effective strategy to build enduring connections with foreign consumers. Brands can also reinforce a cultural positioning by using names, logos, signatures, and other identifying symbols (e.g., web URLs, characters, slogans, jingles, packaging, and signage) that have cultural relevance.