Cultural consideration in branding strategy of Chinese Patent Medicine: Field study in Singapore,Guangzhou and Hong Kong

Abstract

Cross-cultural branding is becoming more and more important for pharmaceutical industry. This study aims to investigate how cultural factors influence branding strategies through studying Chinese Patent Medicine in the markets of Singapore, Guangzhou and Hong Kong. With data collected from interviews, observations and media information search in these three markets, this study indicates that cultural identity in target market, culture of Chinese Patent Medicine products and culture of Chinese Patent Medicine corporations are the key influential cultural factors for branding strategies of Chinese Patent Medicine products. It highlights the necessity of cultural consideration in global pharmaceutical branding.

Keywords

Chinese Patent Medicine marketing strategy branding culture internationalization Singapore Guangzhou Hong Kong

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