Global Branding Essay Example | Topics and Well Written Essays - 3000 words - 1

Global Branding - Essay Example The motivation as to find the main aspects that would increase productivity by understanding how people think and behave based on cultural attributes. This study opened up the need to look for diversity training methods that would improve the way people understood the society. Ideally, the growth of any organization was pegged on an ability to understand the main intrigues that lead to brand loyalty as many argue within the international business platform. Brands will only sell an organization if employees are aware of what the brand means to them and the effects it has on their performance. This essay seeks to answer pertinent questions regarding the link between brand and culture. The main hypothesis is that culture is a huge determinant of how branding will take place, with the building blocks and elements of the brand picking their strength from the key attributes of the inherent culture. If the culture is ignored, branding will not achieve anything in the new market. This will be first handled by briefly looking at the main aspects of Hofstede’s cultural dimensions, the elements that make brands appealing to clients, and the link between the two. Brand management only happens when managements involve employees in the creation of a motivating and sustainable culture. When one hears of the term culture, one of the main definitions that come to mind has to do with the beliefs, customs, art, morals and knowledge that is acquired by a group of people working or living in similar premises. This also extends to the workplace where people share the company’s values, norms, brands, mission statements, objectives, morals, and aims as they work towards meeting the main goals within that organization (Hofstede 2010: 29). Ideally, the growing need for a stable company leads to the growth of a culture that can meet the main demands of the society while working towards the behavioral restructuring of the different people within the