Culture is a concept which enrols knowledge, belief and habits of individuals belonging to a society. An important result of culture is its impact on the way individuals and family behave in terms of consumption. Successful brands have adapted their strategies in accordance with this cultural philosophy.
First we are going to define what brand strategy is, then analyse the impact of culture on branding, and finally discuss some culturally sensitive products.

Brand strategy is nothing new. Nowadays consumer’s expectations are higher than ever. That is the reason why companies have to make the brightest targeted brand if they want a long term success. The positioning of a brand is made by segmentation of consumers according to demographic criteria and psychographic, these last ones are then distributed by target groups. On the basis of the diverse group’s structural needs, it is then possible to come up with ideas to solve those needs; from where the concept “brand ideas”. The next step consists in verifying how the key characteristics of the” brand idea “meets the requirements of the targeted consumer group.

Cultural difference being a major factor has an impact on the success or failure of a brand. As brands enter different cultures, it becomes imperative for them to carefully treat the standardization-customization continuum wherein they not only manage to retain the inherent brand identity which is the reason for their acceptance across markets, but also adopt the brand elements. (Image, advertising, channel, and others) to appeal to the local taste and preferences.
Coca cola is an example that can illustrate what we’ve just said. Indeed, Coca Cola is one of the world leaders in terms of manufacturing, marketing and distribution of non alcoholic drinks and concentrate syrups. More than 70 percent of their income results from outside the United States, but the real reason they are an internationally known company, is that the variety of their products