Localization Strategy of Global Brand: Case Study of Coca-Cola

Regina CAMANKULOVA; Niyazi AYHAN

doi:https://doi.org/10.33206/mjss.685620

Article Details

Localization Strategy of Global Brand: Case Study of Coca-Cola

Authors:

Regina CAMANKULOVA | Niyazi AYHAN

Publisher:

Kyrgyz-Turkish Manas University

Main Topics:

Sociology and anthropology

Journal:

MANAS Journal of Social Studies 2020 Vol.9 Issue 4, pp.2475-2484

Document Type:

Article

Publication Date:

10/2020

Document Language:

English

Document ID (Org No.):

2000529899

Frequency:

Quarterly

pISSN:

1694-7215

DOI:

https://doi.org/10.33206/mjss.685620

Abstract:

 


Today, the phenomenon of globalization has gained momentum in parallel with technological developments. Global brands also need some strategies to have a place in the local market. The most important of these strategies is that global brands adapt to local culture. In the process of localization, global brands add local elements to their brands to attract consumers by using various strategies. Communication texts play an important role in consumer preferences, it gives a great advantage to the global brand in sales and marketing. Advertising text is the most important one among various communication texts that global brands present their brands following local cultural indicators by using cultural values. The study focuses on how Coca-Cola, a global brand, uses local cultural indicators to create target texts in Kyrgyzstan. In this study, the content analysis method was used to analyze that Coca- Cola brand campaign gave to its consumers to become a Santa. Frequency and categorical techniques of content analysis were used.

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Today, the phenomenon of globalization has gained momentum in parallel with technological developments. Global brands also need some strategies to have place in local market. The most important of these strategies is that global brands adapt to local culture. In the process of localization, global brands add local elements to their brands to attract consumers by using various strategies. Communication texts play an important role in consumer preferences, it gives a great advantage to the global brand in sales and marketing.
Advertising text is the most important one among various communication texts that global brands present their brands in accordance with local cultural indicators by using cultural values. 
The study focuses on the ways in which Coca -Cola, a global brand, uses local cultural indicators to create target texts in Kyrgyzstan. In this study, the content analysis method was used to analyse that Coca- Cola brand campaign gave to its consumers to become a Santa. Frequency and categorical techniques of content analysis were used.

Article Details

Localization Strategy of Global Brand: Case Study of Coca-Cola

Authors: Regina CAMANKULOVA | Niyazi AYHAN

Publisher: Kyrgyz-Turkish Manas University

Main Topics: Sociology and anthropology

Journal: MANAS Journal of Social Studies 2020 Vol.9 Issue 4, pp.2475-2484

Document Type: Article

Publication Date: 10/2020

Document Language: English

Document ID (Org No.): 2000529899

Frequency: Quarterly

pISSN: 1694-7215

DOI: https://doi.org/10.33206/mjss.685620

Issues

Authors:

Regina CAMANKULOVA | Niyazi AYHAN

Publisher:

Kyrgyz-Turkish Manas University

Main Topics:

Sociology and anthropology

Journal:

MANAS Journal of Social Studies 2020 Vol.9 Issue 4, pp.2475-2484

Document Type:

Article

Publication Date:

10/2020

Document Language:

English

Document ID (Org No.):

2000529899

Frequency:

Quarterly

pISSN:

1694-7215

DOI:

https://doi.org/10.33206/mjss.685620