DOI: 10.30586/pek.1946677 ISSN: 2587-2567

Brand Globalization in Türkiye: Local Culture and Market Adaptation

Mehmet Tatoğlu
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Fast-moving consumer goods (FMCG), particularly the food sector, constitute one of the domains in which local identity is most visibly reflected, serving as a medium for preserving cultural belonging through taste, traditions, and symbolic elements. This study investigates the localization strategies adopted by global brands in the Turkish market, their interaction with local culture, and the competitive advantages generated by these strategies. Employing a qualitative research design based on document review and content analysis, the study analyzes examples from the brands Domino's Pizza, Nutella, Knorr, Colgate, Algida, Lay's, Doritos, and McDonald's. The findings indicate that these brands attract local consumers by adapting their products to Turkish cultural values through offerings such as the “Kayseri Ateşi” pizza, “Maraş Usulü” ice cream, “Misvak Özlü” toothpaste, and “Yoğurtlu Kebap Aromalı” chips. In addition, they establish strong emotional connections with consumers by incorporating culturally significant symbols, including Hacivat and Karagöz, baklava, and mantı, into their branding and marketing strategies. The findings further suggest that globalization requires brands to pursue strategic cultural adaptation in order to achieve sustainable market success. Brands that successfully integrate elements of local identity into their products, packaging, and marketing communication gain significant competitive advantages by strengthening consumer loyalty and enhancing brand trust.

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