Culture affects everything we do. The cultural values underpinning a society must be analysed carefully.

 
 
There is an important aspect of advertising in oreign markets—that being, the culture and cultural symbols of the target market are of critical importance. When creating communications, we are taught first and foremost to know our audience. Cross cultural marketing is simply about using common sense and analysing how the different elements of a brand are impacted by culture and modifying them to best speak to their target audience.
 
 
==> Many international companies have had problems with expanding their brands worldwide because they have failed to put in the research and effort necessary to understand the culture. This has lead to several failed brands, to offended consumers, and to the loss of millions of dollars that comes with having to start all over again.