The Role of Cultural Relevance in Global Brand Success

Photo Credit: Megan Aguilera & afloimages

Think of the most successful global brands you can imagine: Apple, Nike, McDonald’s, and Coca Cola. Why is it that they thrive not just in one country or one region but across the world? Their ability to adapt to the cultural relevance of each audience is at the heart of their success. While they maintain a consistent global identity, they also find ways to resonate with the values, traditions, and expectations of local consumers. Cultural relevance is the lens through which people decide whether a brand feels authentic or disconnected.

In today’s interconnected world, global branding has become a balancing act between consistency and cultural sensitivity. While consumers are increasingly identifying with global trends, they also want to see themselves reflected in the brands they engage with. Cultural relevance has emerged as a decisive factor in determining whether brands resonate deeply or fall flat in international markets. To explore this topic further, I reached out to five experts with diverse perspectives in marketing, branding, and leadership.  

Professor Suleyman “Cem” Bahadir explains what cultural relevance truly means in the context of global branding.

"A brand's identity has to be relevant to the cultural values of at least some of the consumers in a foreign country. Globalization process has helped the brands in global markets because in many countries there are some consumers who see themselves as "global consumers". Such consumers are interested in owning popular and trendy global brands. For brands that do not have such global equity, it is very important to ensure that there is some level of alignment between the brand's identity and the cultural values of consumers in a target country."

Tonika Jeanty explains how cultural awareness transforms brand interactions into genuine, lasting relationships:

“A culturally relevant brand speaks the language of its community, both linguistically and emotionally, as well as socially. Setting it apart, as one who is not afraid to address what truly affects its audience, beyond the solution its product solves. Customer trust and loyalty are strengthened when they notice that brands are active beyond conversion, but are involved in the intricacies of their societal issues and interests. When this is crafted with intent and care, brands are able to establish long-term loyalty, not just fleeting attention.”

Adding to Jeanty’s point about loyalty, Ashley Hierrezuelo highlights how inclusivity has become a non-negotiable expectation for modern consumers:

“People want to feel seen and included, and today they expect brands to reflect that in meaningful ways. When a brand genuinely respects and celebrates different cultures within their marketing and product, it comes across as authentic, and that authenticity is what builds real connection.”

While inclusivity can strengthen connection, failing to address cultural nuances can do the opposite. As Angelica Garcia says:

“Ignoring cultural nuances puts brands at risk of receiving backlash and hurting their long-term credibility with their audience. Those who are not aware of cultural context, they can appear to be out of touch and ungenuine.”

Looking at the big picture, CEO Sai Rivero argues that adaptability and cultural sensitivity are now core to brand strategy.

“Cultural relevance has become a strategic priority, not just a marketing choice. As leaders, we need to ensure our brands are adaptable while still staying true to their core identity. Companies that can balance global consistency with cultural sensitivity will be the ones that thrive in the long run.”

Cultural relevance is no longer a marketing tactic but a fundamental driver of global brand equity. In every market, consumers want to see that a brand not only understands their needs but also respects their identity. When brands weave cultural awareness into their DNA, they shift from being outsiders trying to sell a product to trusted participants in a community.

The challenge is not to redefine a brand’s essence but to express it in ways that resonate across cultures. Authenticity sets a brand apart. A brand that listens, adapts, and engages in cultural conversations gains more than customers; it earns trust. In today’s market, trust is the strongest competitive advantage.

The future of global branding will belong to the companies that treat culture as a bridge rather than a barrier. This means designing strategies that celebrate diversity without losing coherence, and showing up consistently while speaking the language of local values.

Cultural relevance is not the cost of entry into global markets, it is the currency of trust.