1

Impact of Cultural difference in Relation to Communication

Name of student
Name of professor
School Affiliation
Due date
 2

Impact of Cultural difference in Relation to Communication

In Relation to cultural differences and communication, multinational brands have
resonated with local cultures worldwide for marketing and promoting their products globally. For
their success across numerous countries with different cultural practices and communication
norms, Brands have deployed various communication strategies, including symbolism, language,
and communication styles, to reach a wide audience. Therefore, it is crucial to understand the
brief history of Coca-Cola, and evaluate the impact of cultural difference in relation to
communication,
Coca-Cola is among the most recognized brands globally, which have faced cultural
differences in delivering their goods and services. The Coca-Cola Company was founded in 1886
by Dr. Pemberton in Atlanta (Coca-Cola, 2023). The main objective of the Coca-Cola Company
is to refresh the world by making a significant difference. Language and communication styles
have brought effective contributions to the success of Coca-Cola's international marketing across
different cultures. Campaigns have been devised into slogans that resonate with the local culture
for a wide audience. For instance, in China, Coca-Cola's "Share a Coke" campaign was
translated as "Share Happiness" to align with Chinese cultural values of community and
harmony. According to Edward T. Hall's high-context vs. low-context communication theory,
different cultures have different ways of communicating, affecting the capability and extent of
comprehending messages (Afrouzi, 2021). Consequently, Coca-Cola brand adopted the use
slogans to market their product successfully.
In conclusion, cultural differences have a significant influence on the modes of
communication across the world. Coca-Cola has been influenced by the existing cultural
differences within various cultures for marketing. The beliefs and values of different cultures
have contributed to influencing how people communicate. Different cultures have varying
perceptions, which determine their choice of goods supplied by different brands. Their successful
marketing has been influenced by the ability to amalgamate with local cultures around the
global.
 3

References
Afrouzi, O. (2021). Humanitarian behavior across high-/low-context cultures: A comparative analysis
between Switzerland and Colombia. Journal of International Humanitarian Action, 6(1), 1–10.
https://doi.org/10.1186/s41018-020-00088-y
Coca-Cola. (2023). Coca-Cola History. Www.coca-Colacompany.com. https://www.coca-
colacompany.com/about-us/history#:~:text=The%20Origin%20of%20Coca%E2%80%91Cola