Readers will learn about how culture shapes consumer needs and preferences, the impact of foreign political and economic factors on companies, the influence of international competition, and how to segment markets based on cultural factors. 

Drawing from novel theoretical insights in social psychology, cultural psychology, marketing, and management, the book provides a broad theoretical foundation for understanding the impact of culture on both global and ethnic branding decisions, and particularly so for devising branding strategies aimed at creating iconic brands that can resonate with today’s consumers, who tend to be more multicultural.