Year 2020, Volume 9 , Issue 4, Pages 2475 - 2484 2020-10-13

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

Regina CAMANKULOVA [1] , Niyazi AYHAN [2]


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.

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.

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Primary Language en
Subjects Social
Journal Section Research Article
Authors

Orcid: 0000-0003-3885-4602
Author: Regina CAMANKULOVA (Primary Author)
Institution: KIRGIZİSTAN-TÜRKİYE MANAS ÜNİVERSİTESİ
Country: Kyrgyzstan


Orcid: 0000-0002-6839-6422
Author: Niyazi AYHAN
Institution: KIRGIZİSTAN-TÜRKİYE MANAS ÜNİVERSİTESİ
Country: Kyrgyzstan


Dates

Application Date : February 6, 2020
Acceptance Date : July 13, 2020
Publication Date : October 13, 2020

Bibtex @research article { mjss685620, journal = {MANAS Sosyal Araştırmalar Dergisi}, issn = {1694-7215}, address = {Chyngyz Aytmatov Campus, 720038, Djal, Bishkek, KYRGYZSTAN}, publisher = {Kyrgyz-Turkish Manas University}, year = {2020}, volume = {9}, pages = {2475 - 2484}, doi = {10.33206/mjss.685620}, title = {Localization Strategy of Global Brand: Case Study of Coca-Cola}, key = {cite}, author = {Camankulova, Regina and Ayhan, Niyazi} }
APA Camankulova, R , Ayhan, N . (2020). Localization Strategy of Global Brand: Case Study of Coca-Cola . MANAS Sosyal Araştırmalar Dergisi , 9 (4) , 2475-2484 . DOI: 10.33206/mjss.685620
MLA Camankulova, R , Ayhan, N . "Localization Strategy of Global Brand: Case Study of Coca-Cola" . MANAS Sosyal Araştırmalar Dergisi 9 (2020 ): 2475-2484 <https://dergipark.org.tr/en/pub/mjss/issue/57186/685620>
Chicago Camankulova, R , Ayhan, N . "Localization Strategy of Global Brand: Case Study of Coca-Cola". MANAS Sosyal Araştırmalar Dergisi 9 (2020 ): 2475-2484
RIS TY - JOUR T1 - Localization Strategy of Global Brand: Case Study of Coca-Cola AU - Regina Camankulova , Niyazi Ayhan Y1 - 2020 PY - 2020 N1 - doi: 10.33206/mjss.685620 DO - 10.33206/mjss.685620 T2 - MANAS Sosyal Araştırmalar Dergisi JF - Journal JO - JOR SP - 2475 EP - 2484 VL - 9 IS - 4 SN - 1694-7215- M3 - doi: 10.33206/mjss.685620 UR - https://doi.org/10.33206/mjss.685620 Y2 - 2020 ER -
EndNote %0 MANAS Sosyal Araştırmalar Dergisi Localization Strategy of Global Brand: Case Study of Coca-Cola %A Regina Camankulova , Niyazi Ayhan %T Localization Strategy of Global Brand: Case Study of Coca-Cola %D 2020 %J MANAS Sosyal Araştırmalar Dergisi %P 1694-7215- %V 9 %N 4 %R doi: 10.33206/mjss.685620 %U 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 (October 2020): 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. 2020; 9(4): 2475-2484.
Vancouver Camankulova R , Ayhan N . Localization Strategy of Global Brand: Case Study of Coca-Cola. MANAS Sosyal Araştırmalar Dergisi. 2020; 9(4): 2475-2484.