Culturally Attuned Promotional Strategies of Food Brands in Diverse Markets

Abstract

Though, expanding abroad can be attractive, offering new opportunities for growth and cultural experiences but it also comes with many challenges. For instance, food brands which enter into international markets face significant challenges in understanding consumer behavior, cuisine, languages and psyche. Global food companies must strike a delicate balance between preserving their brand identity and modifying their messaging in an integrated and culturally sensitive manner. Thus, message must be presented in many languages and styles appropriate to numerous markets throughout the world. Different culture demands different marketing approaches from same brand. This chapter explores the challenges faced by well-known food brands in Asia and Europe, where different cultures require unique marketing approaches. It also highlights the effective promotional strategies used by companies in these regions.