Cultural Identity and Globalization in the Dynamics of Brand Management

In an era of globalization, brand management intersects with cultural identity and global market integration. As brands expand across borders, they become cultural symbols shaped by local values, traditions, and social norms. The challenge of maintaining a coherent global brand image and adapting to diverse cultural contexts becomes central for brand managers. Understanding how cultural identity influences consumer perceptions, and how globalization reshapes those identities, may reveal how brands successfully balance standardization with cultural sensitivity to remain authentic, relevant, and competitive in an interconnected world. Cultural Identity and Globalization in the Dynamics of Brand Management explores the dynamics of brand management in an increasingly globalized and culturally diverse marketplace. It examines how brands construct and communicate identity across borders, adapt to local cultural nuances, and develop strategies that balance global consistency with regional relevance. This book covers topics such as sociology, digital technology, and consumer loyalty, and is a useful resource for business owners, marketers, academicians, researchers, and scientists.

Bruno Barbosa de Sousa is a distinguished academic with a Ph.D. in Marketing and Strategy. He graduated in Business Management in 2006 and has since held various academic positions. Currently, he serves as a Professor Coordenador at the Polytechnic University of Cávado and Ave (IPCA), Portugal and has previously lectured at the University of Minho (Portugal). Bruno Sousa is a researcher at the Applied Management Research Unit (UNIAG) and the Center for Research, Development and Innovation in Tourism (CiTUR), both in Portugal. Bruno Sousa's research focuses on diverse areas including marketing and strategy, sustainable development, tourism behavior, organizational performance and niche marketing. He has authored several books and numerous book chapters, along with contributing to prestigious journals such as Current Issues in Tourism; EuroMed Journal of Business; Annals of Leisure Research; Journal of Cultural Heritage Management and Sustainable Development; Tourism Management Perspectives; Wine Economics and Policy; Journal of Hospitality and Tourism Insights; Journal of Tourism, Heritage & Services Marketing; Journal of Organizational Change Management, among others. https

Luzia Arantes (lamorim@ua.pt) as a PhD in Applied Psychology from the University of Minho, Portugal, in addition, she is doing a PhD in Marketing and Strategy at the same institution. She is currently a researcher at Ekonomikas un Kulturas Augstskola (Serbia) and a lecturer at Polytechnic University of Cávado and Ave and at University of Aveiro, Portugal. She has published book chapters in IGI Global on marketing, tourism, consumer behaviour, sustainability and artificial intelligence. He has published in the Journal of International Journal of Marketing, Corporate Social Responsibility and Environmental Management, Journal of Cultural Heritage Management and Sustainable Development, Journal of International Consumer Marketing, Sustainability and the European Journal of Applied Business Management. She has received several awards, including the Best Paper Award in Sustainable Marketing & Digital Perspectives and the Best Paper Award in Consumer Behaviour.