Global Brands & Culture

Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 Leuphana Universität Lüneburg (Marketing und Technologie) course: Intercultural Communications language: English abstract: Selling the same product across the globe has always been challenging. People are different in different parts of the world. Individuals within a culture used to have a common mindset. We used to grow up with our culture-of-birth only. Today many people are connected to others around the world. This reshapes intercultural communications and turns culture in an even more complex mixture of many different national cultures. People across the globe watch the same movies listen to the same music and buy the same brands. Global brands will play an important role in tomorrow's global culture of consumption.