Cross-cultural branding: ‘Glocalisation’

This article examines cross-cultural branding through the lens of “glocalisation”, highlighting the strategic tension between global standardisation and local adaptation in contemporary brand management. It argues that branding is no longer primarily a function of efficiency or effectiveness, but increasingly a matter of experiential differentiation shaped by cultural context, consumer perception, and symbolic meaning. Drawing on illustrative examples from international markets, the discussion shows how brand meaning can shift significantly across linguistic and cultural settings, producing both strategic advantage and unintended misinterpretation.

The analysis extends beyond conventional marketing logic to emphasise the importance of experiential value creation, where consumer engagement becomes central to brand identity formation. In this context, 'glocalisation' emerges as a critical strategic approach that enables firms to retain global coherence while embedding culturally resonant narratives at the local level. However, the editorial also highlights the risks of over-localisation and symbolic distortion, which may undermine brand credibility.

The work contributes to international marketing and branding literature by reframing 'glocalisation' not merely as an operational adaptation strategy, but as a culturally embedded process of meaning-making that shapes how value is perceived, communicated, and sustained across diverse markets.