EVALUATING THE IMPACT OF CROSS-CULTURAL MARKETING STRATEGIES ON GLOBAL BRAND POSITIONING

Aripin, Zaenal

Kriez Academy
Vol. 2 No. 1 (2025): KRIEZ ACADEMY : Journal of development and community service

Background:In an increasingly globalized market, cross-cultural marketing strategies have become a critical tool for brands seeking to establish a strong global presence. These strategies enable companies to engage with diverse consumer bases, adapting their marketing efforts to align with local cultural values and preferences. However, the implementation of cross-cultural marketing presents various challenges, including cultural misinterpretation, the high costs of localization, and the balance between local adaptation and global brand consistency. Aims:This research aims to evaluate the impact of cross-cultural marketing strategies on global brand positioning. Specifically, it seeks to identify the challenges brands face in implementing these strategies, assess the benefits they provide, and explore how companies can successfully navigate cultural differences to enhance their global market presence. Research Method:The study employs a qualitative research approach, utilizing in-depth interviews with marketing professionals from global brands and conducting surveys with consumers across different cultural contexts. The data collected is analyzed to identify common themes, challenges, and strategies employed by brands in their cross-cultural marketing efforts. Results and Conclusion:The findings reveal that while cross-cultural marketing strategies offer significant benefits, such as stronger consumer relationships and enhanced brand loyalty, they also present considerable challenges. Cultural misinterpretation, high localization costs, and the complexity of balancing local adaptation with global brand consistency were identified as key obstacles. Despite these challenges, brands that successfully navigate these issues can achieve sustained growth and a strong global brand position. The research concludes that a deep understanding of cultural nuances, investment in localized strategies, and a balance between local and global brand values are essential for success. Contribution:This research contributes to the understanding of how cross-cultural marketing strategies affect global brand positioning. It provides valuable insights into the challenges brands face and offers practical recommendations for overcoming these obstacles. The findings can serve as a guide for companies looking to expand their reach in international markets while maintaining brand integrity.