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Global brand's strategies for Ethical Brand Positioning in cross-cultural environment: an Indian context

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  • Mahim Sagar
  • Deepali Singh
  • D.P. Agrawal

Abstract

Every culture has its own uniqueness in terms of variability of beliefs, ethics and value system. This article is the result of research work on Ethical Brand Positioning (EBP) in cross-cultural environment. The work starts with the basic premise that brands in the global environment are facing various cultures, and cross-cultural variability is affecting their brand positioning. Brands need an adaptation framework in reference to the culture in which they operate. Brand positioning elements interact with various variables of culture. This interaction demands an adaptive response from the brand, if the brand positioning has to be contextual and in tune with the culture then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. Four global brands operating in Indian context are taken and a generic stepwise prescriptive strategic framework is suggested for cross-cultural adaptation of EBP.

Suggested Citation

  • Mahim Sagar & Deepali Singh & D.P. Agrawal, 2009. "Global brand's strategies for Ethical Brand Positioning in cross-cultural environment: an Indian context," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 3(4), pages 374-400.
    • Handle: RePEc:ids:ijbglo:v:3:y:2009:i:4:p:374-400
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    Cited by:

    1. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.

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