CULTURAL BRANDING: ADAPTING BRAND STRATEGIES TO DIVERSE CHINESE REGIONS

Abstract

Cultural branding is a strategy aimed at adapting brands to the cultural characteristics of different regions, which is becoming especially relevant in such diverse and multicultural countries as china. The chinese market has changed significantly in recent decades, and companies seeking to take a leading position in it must take into account local cultural preferences, traditions and values. This work is devoted to the study of the adaptation of brand strategies in different regions of china, taking into account the social, economic and cultural differences between the eastern, southern, northern and western parts of the country. The novelty of the study lies in a detailed analysis of the approaches of major international brands such as Mcdonald's, Starbucks, Nike, and Chinese companies such as Alibaba and Huawei,  their strategies for cultural adaptation at the regional level in china. The relevance of the work is due to the need for international brands to be sensitive to cultural differences, especially in such a key region for the global economy as China