Localization Strategy of Global Brand
Case Study of Coca-Cola
Bibliographic Data
| ID | 21776516 |
|---|---|
| Authors | Regina CAMANKULOVA (0000-0003-3885-4602, Kyrgyz-Türkish Manas Üniversity), Niyazi Ayhan (0000-0002-6839-6422, Kyrgyz-Türkish Manas Üniversity) |
| Year | 2020 |
| Volume | 9 |
| Issue | 4 |
| Pages | 2475-2484 |
| Publication date | 2020-10-13 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | MANAS Sosyal Araştırmalar Dergisi (JOURNAL) |
| Journal identifiers | ISSN: 1694-7215 |
| Publisher | MANAS Sosyal Arastirmalar Dergisi (PUBLISHER) |
| DOI | 10.33206/mjss.685620 |
| OpenAlex | W3093014199 |
| Language | EN |
| Citations received | 3 |
| References cited | 5 |
Today, the phenomenon of globalization has gained momentum in parallel with technological developments. Global brands also need some strategies to have a place in the local market. The most important of these strategies is that global brands adapt to local culture. In the process of localization, global brands add local elements to their brands to attract consumers by using various strategies. Communication texts play an important role in consumer preferences, it gives a great advantage to the global brand in sales and marketing. Advertising text is the most important one among various communication texts that global brands present their brands following local cultural indicators by using cultural values. The study focuses on how Coca-Cola, a global brand, uses local cultural indicators to create target texts in Kyrgyzstan. In this study, the content analysis method was used to analyze that Coca- Cola brand campaign gave to its consumers to become a Santa. Frequency and categorical techniques of content analysis were used
Advertising · Brand awareness · Brand equity · Brand management · Business · Coca cola · Global marketing · Globalization · Phenomenon · Political science · Globalization and Cultural Identity · Marketing
| Citations per year | 3 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |