TITLE:
Targeting Brazilian Market through Digital Branding Strategies: The Relevance of the Cultural Dimension
AUTHORS:
Lilian Maria de Souza Almeida
KEYWORDS:
Cross-Cultural Marketing, Digital Marketing, Branding, Brazilian Market
JOURNAL NAME:
Open Journal of Business and Management,
Vol.3 No.1,
January
8,
2015
ABSTRACT: While Internet has been achieving its omnipresence worldwide and offering to companies the opportunity of trading in a “no-borders” market, global brands, and those aspiring to become global, face the challenge of dealing with significant cultural differences. Emergent economies account for one of the greatest opportunities for global brands interested in extending their business overseas through digital channels. Among these economies, Brazil has been receiving special focus lately as a promising consumer market. Working from a theoretical point of view through literature and simultaneously examining companies as potential paradigms, this study aims to provide suggestions for global brands interested in targeting the Brazilian market through effective cross-cultural digital branding strategies. The results are valuable insights about how to establish better communication with Brazilian consumers and also offer some guidance to help marketers to keep brands desired and admired in Brazil. It was mainly concluded that global brands should find out the right balance between a standardized and an adapted cultural approach in order to establish a trust-worthy proximity with Brazilian consumers on the digital environment.
