(The Turkish Online Journal of Design, Art and Communication, 2013-01) Deneçli, Ceyda
The cultural values that have influence on the consumers’ brand or product perceptions differ
from country to country. The global brands also develop local strategies by using the
countrys’ cultural signs in which they market their products or distingusigh themselves from
other brands in the market by using different strategies. Undoubtedly, the strategies that the
brands adopt can also be seen in their advertising messages. In this study, the local practices
of a global brand will be analyzed. And also the cultural signs used in brand’s advertisements
in order to reach to Turkish target market will be evaluated.
