Cem Bahadir

"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 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."