A framework of brand strategy and the "glocalization" approach: The case of Indonesia

Arnold Japutra, Bang Nguyen, TC Melewar

Research output: Chapter in Book/Conference paperChapterpeer-review

1 Citation (Scopus)


Indonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention:(1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.

Original languageEnglish
Title of host publicationAnalyzing the Cultural Diversity of Consumers in the Global Marketplace
EditorsJuan Miguel Alcántara-Pilar , Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu
PublisherIGI Global Publishing
Number of pages25
ISBN (Electronic)9781466682634
ISBN (Print)1466682620, 9781466682627
Publication statusPublished - 30 Apr 2015
Externally publishedYes

Publication series

NameAdvances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)


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