Intercultural branding strategies: adaptation of campaigns for multicultural audiences in the United States
DOI:
https://doi.org/10.55892/jrg.v8i19.2504Keywords:
Intercultural branding, cultural adaptation, advertising campaigns, multicultural marketing, United StatesAbstract
This article presents a narrative literature review on intercultural branding strategies and their application in the adaptation of advertising campaigns targeted at multicultural audiences in the United States. The research was conducted using the Scopus, Web of Science, PubMed, and SciELO databases, covering publications from 2015 to 2025, with the objective of identifying practices, challenges, and trends related to brand communication in culturally diverse contexts. The results showed that the effectiveness of intercultural branding depends on the ability of companies to balance global coherence with local flexibility, valuing diversity as a strategic asset. The analysis demonstrated that approaches based on transcreation, digital segmentation, and cultural co-creation strengthen consumer identification and enhance brand engagement. On the other hand, challenges such as stereotyping, symbolic imbalance, and the lack of longitudinal studies still limit the consolidation of consistent intercultural models. It is concluded that understanding culture as a dynamic and relational process is essential for developing more inclusive, ethical, and effective communication strategies.
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