A brand selling its products world wide must adapt its PR and promotion tactics to the local specific cultural preference in order to make sure that its message will be properly conveyed and its product sold. There are of course numerous challenges. The criteria of acceptance is something that a company must identify right from the very beginning. In addition, it must be underlines that within the same society, different social groups may have different perspectives and preferences and therefore, different consumer behaviour. The language is a key factor because it is the main tool which communication uses. A brand name might be meaningful in a country and absurd in another. Slogans must be locally adapted and even the names of the products, the packaging and the advertising. For a company operating worldwide this constitutes a high challenge in the sense that it must maintain synergy while managing to address the different cultural needs with the very same product or service.

And the medium to support it is the internet. E-commerce can not exist without e-marketing and e-advertising is a must. This too must be culturally adapted depending on the frequency of internet usage, the financial power of acquisition, the welfare quality of life and the orientation towards certain life styles. The visual part of the message which is conveyed online is the most important one. Therefore, local symbols and stereotypes must be under control in order to avoid some potentially disastrous interpretation. For example, in the U.S.A. nudity will be less tolerated than in Europe, just like in Japan the ideal beauty standards are likely to differ from the ones in let's say Australia. All these coordinates are to be considered when coming up with a marketing technique, bearing in mind that it must obtain a final response which is heavily influenced by the local cultural dimension.