Abstract:

It is a very valid strategy for the brands that are opened to the world together with globalization to implement the “think globally, act locally” strategy and the marketing communication practices unique to the country they are in. Thus, the brand gives the consumers in their countries the message “they will meet their country’s expectations with their global and long-term promises.” Sometimes this message is so strong that the consumer thinks the brand is local. In implementing the strategy of "think globally, act locally", social responsibility campaigns are used by consumers to use their cultural characteristics, their practices related to many peoples such as making special studies on important dates and days unique to that country, as well as their chosen colors and models, we also find examples that develop specific approaches to the dynamics of the country as contributions to the product, such as adaptations. On the other hand, consumers are also paying attention to the elements of reputation of a brand and reflect the findings of brand name to brand preferences regardless of whether it is a local or global brand. At this point, the fist question is "what are the points of intersection of the components of reputation and the elements form the strategy of "think globally, act locally". The second question is “how important this strategy from a consumer point of view”. In this study, the survey on reputation management components with the location of a global brands will show us how are the links between global brands’ strategies and reputation management components were being ought.

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