Abstract: Over the years, many corporate companies’ marketing strategies have been oriented towards brand globalization, which included strategies like promoting, integrating and selling their standardized, uniform products and services across the global markets. However, in recent days, international brands are fronting new challenges, one of them being to adapt to the conditions like socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socio-economic backgrounds, thus changing their perspective from, global to local (leading to the―glocal approach). In this paper, the author tries to conceptualise Glocalization of global brands using some of the marketing strategies that some of the global brands have adopted. Thus, the researcher tries to show how adopting a glocal strategy can lead to brand equity increase, as well as sales growth.
Keywords: Globalisation, localisation, global, KFC, McDonalds, Socio-culture factors.
Title: The Incorporation of Glocalization in Global Brands’ Marketing Strategies
Author: Sandesh.N, Venkata Sai Sekhar
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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