Protecting the value of your brand when communicating your message across cultures Brand is about meaning. Your brand is everything that your customers and prospective customers think, feel, say, hear, read, watch, imagine, suspect, and even hope about your product, service, or organization. For you to be able to grasp the intricacies of foreign markets, a deeper understanding and adaption of cultural differences is a must. From a global marketing perspective, the cultural environment matters due to the fact that cultural forces are a major factor in shaping your organization’s global marketing mix program. Cultural blunders can easily become a costly affair for your brand. Some of the possible liabilities of cultural gaffes include embarrassment, lost customers, legal consequences, missed opportunities, the huge costs of damage control, and a tarnished brand or corporate reputation. From norms, standards, colors, beliefs, concerns, values, traditions, slangs, idioms, attitudes, cultural traits and dimensions, Globalize will make sure your message is sensitive to the cultural context in which it will be received as well as the cultural nuances that can affect the way in which it is received.

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