How does your brand strategy address different cultural aspects?

First, we need to recognize that whether we are operating within a region of the US with multiple languages and cultures or whether we operate internationally, we always will be dealing with cultural differences. There are some who would argue that you need to develop the brand within each culture; others want a centralized approach.

My advise is what can be called l "One Thought, Many Expressions". A brand is comprised of symbols, attributes and associations. It is critical that every brand understand its essence, i.e., the core attributes that differentiate it and give customers a reason to choose it over others. The essence leads directly to perceived value, which raises the price ceiling. A team from the organization should work to develop the core attributes of the brand. This team should reflect cross cultural differences. Once these are established, these become immutable. Then, you can take these to the various cultures and have them tailor them to cultural differences, including language, customs, experience with the products, etc. The objectives for the various cultures is to develop programs that have their specific culture react to the brand with the attributes as defined, but in a way that means something to them. If they end up seeing the brand and being "theirs", you have clearly done it right.