Cultural values in global brand messaging
Suriyachcharige, Chandima (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052717086
https://urn.fi/URN:NBN:fi:amk-2025052717086
Tiivistelmä
The rise of globalization has led to a significant increase in established brands in the creation of global markets. When brands cross the boundaries, it brings many profits and benefits, and is more complicated than running in their own local market. For the brands that are successful in the domestic market to succeed in the international market, brands are expected to deliver the product or service and communicate their brand message to the target audience more effectively. When brands communicate internationally, they face several challenges and risks, such as social and cultural misunderstandings. To maintain a strong brand relationship across different markets, it is essential to create ethical and culturally sensitive advertising campaigns.
This thesis explores how international brands effectively adapt their message to target audiences in different cultural backgrounds. The aim of this study was to identify ethical and cultural challenges in cross-cultural advertising and suggest recommendations for creating culturally sensitive and ethical advertising campaigns.
To find out more insights about consumers in various cultures, the author conducted research in Finland, Sri Lanka, and Kenya, representing different cultures. The findings reflect the facts of transparency and individualism in Finland, family and tradition in Sri Lanka, community and employment in Kenya how influential for the perspective of advertising. Also, this study emphasizes how successfully different regions are represented by popular brands of Coca-Cola, Nike, and McDonald’s. This thesis identifies challenges such as stereotyping, risk of consumer manipulation and cultural appropriateness, and the risk of conveying messages without cultural sensitivity, offending consumers, and damaging brand reputation.
The thesis concluded that highlighting ethical and culturally sensitive brand messaging strengthens long-term brand relationships in global markets. And the suggested recommendations help global brands to tailor their brand messaging to local hearts ethically and effectively.
This thesis explores how international brands effectively adapt their message to target audiences in different cultural backgrounds. The aim of this study was to identify ethical and cultural challenges in cross-cultural advertising and suggest recommendations for creating culturally sensitive and ethical advertising campaigns.
To find out more insights about consumers in various cultures, the author conducted research in Finland, Sri Lanka, and Kenya, representing different cultures. The findings reflect the facts of transparency and individualism in Finland, family and tradition in Sri Lanka, community and employment in Kenya how influential for the perspective of advertising. Also, this study emphasizes how successfully different regions are represented by popular brands of Coca-Cola, Nike, and McDonald’s. This thesis identifies challenges such as stereotyping, risk of consumer manipulation and cultural appropriateness, and the risk of conveying messages without cultural sensitivity, offending consumers, and damaging brand reputation.
The thesis concluded that highlighting ethical and culturally sensitive brand messaging strengthens long-term brand relationships in global markets. And the suggested recommendations help global brands to tailor their brand messaging to local hearts ethically and effectively.