Brand management: A decision tool for cultural brand positioning

This paper is an attempt to develop decision tools for brands in cross cultural environment. Different constructs of culture are reported and their interface with marketing, especially branding is analysed. An interaction matrix of sub elements of culture like beliefs ethics and values and symbols and customs, with sub elements of brand positioning like brand identity, brand personality and brand communication is generated. From this iterated matrix, AEEP (Assess, Enact, Engage, and Position) framework is generated. Subsequently case studies of brands in a cross cultural environment are analysed and adaptation strategies are suggested. This paper will help academicians, and industry practioners in developing brands in cross cultural environment.