Araştırma Makalesi
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Localization Strategy of Global Brand: Case Study of Coca-Cola

Yıl 2020, Cilt: 9 Sayı: 4, 2475 - 2484, 13.10.2020
https://doi.org/10.33206/mjss.685620

Öz

Today, the phenomenon of globalization has gained momentum in parallel with technological developments. Global brands also need some strategies to have a place in the local market. The most important of these strategies is that global brands adapt to local culture. In the process of localization, global brands add local elements to their brands to attract consumers by using various strategies. Communication texts play an important role in consumer preferences, it gives a great advantage to the global brand in sales and marketing. Advertising text is the most important one among various communication texts that global brands present their brands following local cultural indicators by using cultural values. The study focuses on how Coca-Cola, a global brand, uses local cultural indicators to create target texts in Kyrgyzstan. In this study, the content analysis method was used to analyze that Coca- Cola brand campaign gave to its consumers to become a Santa. Frequency and categorical techniques of content analysis were used.

Kaynakça

  • Referans1 Aydın, S. B. (2015). Postkapitalist dönemde küresel markalarin yeni pazarlama stratejisi: kitlelerin yeni yaşam koçu olarak coca cola, International Journal of Economic and Administrative Studies.
  • Referans2 Boney F. N.(1987). First Atlanta and then the world: a century of coca-cola, the georgia historical quarterly, 71(1), 91-105
  • Referans3 Curdie, D. (1971). Infringement of the trademark "coca-cola", The Business Lawyer, 27(1), 297-310.
  • Referans4 Fırlar, B. (2012). Reklamda Rekabetin Anahtarı. Medya Planlama, Ankara: Nobel Akademik Yayıncılık.
  • Referans5 Kuisel, R. (1991). Coca-cola and the cold war: the French face Americanization, 1948-1953, French Historical Studies, 17(1), 96-116.
  • Referans6 McBride, A. (2005). Have your coke and eat it too: what cooking with coca-cola says about cultural imperialism, Gastronomica, 5(1), 80-87.
  • Referans7 McCartney, M. (2014). Is Coca-Cola’s antiobesity scheme the real thing? BMJ: British Medical Journal , 349,1-15.
  • Referans8 Odabaşı, Y. Oyman, M. (2002). Mine“Pazarlama İletişimi Yönetimi”, Ankara:Mediacat.
  • Referans9Odabaşı Y. (2019). Postmodern Pazarlamayı Anlamak , İstanbul :The kitap.
  • Referans10 Peltekoğlu, F. (2010). Kavram ve Kuramlarıyla Reklam, İstanbul:Beta Basım Yayım dağıtım
  • Referans1 1Raman, R (2007). community—coca-cola interface: political-anthropological concerns on corporate social responsibility, social analysis, The International Journal of Anthropology,51(3),103-120.
  • Referans12 Tokol, T. (2007). Pazarlama Yönetimi,Ankara: Nobel Yayın Dağıtım.
  • Referans13 Ulusal, D. Kalaycı, B. (2018). Göstergebilimsel açidan coca cola ramazan reklaminin çözümlemesi, Uluslararası Sosyal Bilimler Dergisi, 1(2), 62-67.
  • Referans1 4Weiner, M. (1994). We are what we eat; or, democracy, community, and the politics of corporate food displays, American Quarterly, 46(2)227-250.

Localigation Strategy of Global Brand: Case Study of Coca-Cola

Yıl 2020, Cilt: 9 Sayı: 4, 2475 - 2484, 13.10.2020
https://doi.org/10.33206/mjss.685620

Öz

Today, the phenomenon of globalization has gained momentum in parallel with technological developments. Global brands also need some strategies to have place in local market. The most important of these strategies is that global brands adapt to local culture. In the process of localization, global brands add local elements to their brands to attract consumers by using various strategies. Communication texts play an important role in consumer preferences, it gives a great advantage to the global brand in sales and marketing.
Advertising text is the most important one among various communication texts that global brands present their brands in accordance with local cultural indicators by using cultural values.
The study focuses on the ways in which Coca -Cola, a global brand, uses local cultural indicators to create target texts in Kyrgyzstan. In this study, the content analysis method was used to analyse that Coca- Cola brand campaign gave to its consumers to become a Santa. Frequency and categorical techniques of content analysis were used.

Kaynakça

  • Referans1 Aydın, S. B. (2015). Postkapitalist dönemde küresel markalarin yeni pazarlama stratejisi: kitlelerin yeni yaşam koçu olarak coca cola, International Journal of Economic and Administrative Studies.
  • Referans2 Boney F. N.(1987). First Atlanta and then the world: a century of coca-cola, the georgia historical quarterly, 71(1), 91-105
  • Referans3 Curdie, D. (1971). Infringement of the trademark "coca-cola", The Business Lawyer, 27(1), 297-310.
  • Referans4 Fırlar, B. (2012). Reklamda Rekabetin Anahtarı. Medya Planlama, Ankara: Nobel Akademik Yayıncılık.
  • Referans5 Kuisel, R. (1991). Coca-cola and the cold war: the French face Americanization, 1948-1953, French Historical Studies, 17(1), 96-116.
  • Referans6 McBride, A. (2005). Have your coke and eat it too: what cooking with coca-cola says about cultural imperialism, Gastronomica, 5(1), 80-87.
  • Referans7 McCartney, M. (2014). Is Coca-Cola’s antiobesity scheme the real thing? BMJ: British Medical Journal , 349,1-15.
  • Referans8 Odabaşı, Y. Oyman, M. (2002). Mine“Pazarlama İletişimi Yönetimi”, Ankara:Mediacat.
  • Referans9Odabaşı Y. (2019). Postmodern Pazarlamayı Anlamak , İstanbul :The kitap.
  • Referans10 Peltekoğlu, F. (2010). Kavram ve Kuramlarıyla Reklam, İstanbul:Beta Basım Yayım dağıtım
  • Referans1 1Raman, R (2007). community—coca-cola interface: political-anthropological concerns on corporate social responsibility, social analysis, The International Journal of Anthropology,51(3),103-120.
  • Referans12 Tokol, T. (2007). Pazarlama Yönetimi,Ankara: Nobel Yayın Dağıtım.
  • Referans13 Ulusal, D. Kalaycı, B. (2018). Göstergebilimsel açidan coca cola ramazan reklaminin çözümlemesi, Uluslararası Sosyal Bilimler Dergisi, 1(2), 62-67.
  • Referans1 4Weiner, M. (1994). We are what we eat; or, democracy, community, and the politics of corporate food displays, American Quarterly, 46(2)227-250.
Toplam 14 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

Regina Camankulova 0000-0003-3885-4602

Niyazi Ayhan 0000-0002-6839-6422

Yayımlanma Tarihi 13 Ekim 2020
Gönderilme Tarihi 6 Şubat 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 9 Sayı: 4

Kaynak Göster

APA Camankulova, R., & Ayhan, N. (2020). Localization Strategy of Global Brand: Case Study of Coca-Cola. MANAS Sosyal Araştırmalar Dergisi, 9(4), 2475-2484. https://doi.org/10.33206/mjss.685620
AMA Camankulova R, Ayhan N. Localization Strategy of Global Brand: Case Study of Coca-Cola. MJSS. Ekim 2020;9(4):2475-2484. doi:10.33206/mjss.685620
Chicago Camankulova, Regina, ve Niyazi Ayhan. “Localization Strategy of Global Brand: Case Study of Coca-Cola”. MANAS Sosyal Araştırmalar Dergisi 9, sy. 4 (Ekim 2020): 2475-84. https://doi.org/10.33206/mjss.685620.
EndNote Camankulova R, Ayhan N (01 Ekim 2020) Localization Strategy of Global Brand: Case Study of Coca-Cola. MANAS Sosyal Araştırmalar Dergisi 9 4 2475–2484.
IEEE R. Camankulova ve N. Ayhan, “Localization Strategy of Global Brand: Case Study of Coca-Cola”, MJSS, c. 9, sy. 4, ss. 2475–2484, 2020, doi: 10.33206/mjss.685620.
ISNAD Camankulova, Regina - Ayhan, Niyazi. “Localization Strategy of Global Brand: Case Study of Coca-Cola”. MANAS Sosyal Araştırmalar Dergisi 9/4 (Ekim 2020), 2475-2484. https://doi.org/10.33206/mjss.685620.
JAMA Camankulova R, Ayhan N. Localization Strategy of Global Brand: Case Study of Coca-Cola. MJSS. 2020;9:2475–2484.
MLA Camankulova, Regina ve Niyazi Ayhan. “Localization Strategy of Global Brand: Case Study of Coca-Cola”. MANAS Sosyal Araştırmalar Dergisi, c. 9, sy. 4, 2020, ss. 2475-84, doi:10.33206/mjss.685620.
Vancouver Camankulova R, Ayhan N. Localization Strategy of Global Brand: Case Study of Coca-Cola. MJSS. 2020;9(4):2475-84.

MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)     


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