CRM Media Partner Berk Hisoğlu discussed the Effects of Global Brands on Local Consumer Behavior;
With globalization, brands have started operating on the international stage, transcending their boundaries. This means that consumers now have access not only to local brands but also to brands from all around the world. However, these global brands have significant effects on local consumers.
Definition and Characteristics of Global Brands
CRM Media Partner Berk Hisoğlu spoke about the Definition and Characteristics of Global Brands;
A global brand can be defined as a brand that is recognized and preferred not only in a specific region but throughout the world. Some common characteristics of these brands include:
Broad Geographic Presence: Global brands offer their products and services in many countries.
Consistency: A global brand aims to provide a similar quality and experience across different regions.
High Brand Awareness: These brands have high recognition and often feature logos that reflect universal values.
Entry of Global Brands into Local Markets
CRM Media Partner Berk Hisoğlu discussed the Entry of Global Brands into Local Markets;
The entry of global brands into local markets typically begins with extensive market research. During this process, brands analyze the needs, expectations, and habits of local consumers.
Strategies for entering local markets:
Full Adaptation: The brand strives to fully adapt to the local culture and shapes its products according to the expectations of local consumers.
Global Standard: The brand offers products at a global standard and expects consumers to adapt to this product.
Hybrid Approach: The brand combines global standards with local consumer expectations.
Local Consumer Perception of Global Brands
CRM Media Partner Berk Hisoğlu discussed the Local Consumer Perception of Global Brands;
Global brands are often associated with qualities such as quality, reliability, and prestige. For many consumers, purchasing a product from a global brand can signify an elevation in social status. However, at times, local consumers may perceive global brands as deviating from local values or as cultural imperialism.
The Power of Global Brands in Shaping Consumer Habits
CRM Media Partner Berk Hisoğlu discussed the Power of Global Brands in Shaping Consumer Habits;
Global brands can influence consumer habits through advertising and marketing strategies. For instance, in many countries, the fast-food culture has become popular as a result of the marketing efforts of global fast-food chains. However, this influence is not limited to dietary habits alone. In the fashion, technology, and entertainment industries, global brands also have a significant power to shape consumer habits.
Preservation of Local Cultures and Global Brands
CRM Media Partner Berk Hisoğlu spoke about the Preservation of Local Cultures and Global Brands;
The entry of global brands into local markets can sometimes raise concerns about the preservation of local cultures. With the expansion of global brands, local producers may face difficulties, and some traditional products may be overlooked. However, this situation is not always negative. Some global brands respect local cultures and integrate these cultures into their brand narratives. In doing so, they provide global accessibility while safeguarding local values. The impact of global brands on local consumer behavior can be assessed on a broad spectrum. These impacts can be both positive and negative. However, undoubtedly, the influence of global brands on local markets is an inevitable consequence of globalization. What matters is how brands manage this impact and how consumers respond to these changes.