Adapting Brand Communication to Cultural Differences: A Comparison between Central Europe and the USA Using MiCROTEC as an Example

This study examines international brand communication in the B2B sector and how it is perceived and adapted in different cultural markets. This was investigated using the internationally active B2B company MiCROTEC as an example. The aim of this work is to analyze perceptions as well as identify differences in brand communication and provide MiCROTEC with implications based on these findings. The research question of this study is: How is MiCROTEC’s brand communication perceived and adapted across Central Europe and the USA, and what can the brand learn for communication and positioning? This study follows an exploratory qualitative research design. Interviews were conducted with internal and external stakeholders of MiCROTEC from Central Europe and the USA. The interviews revealed a high level of consistency in MiCROTEC’s brand perception. MiCROTEC was primarily perceived as a competence- and trust-based brand. Differences between the two markets emerged primarily at the level of communication logic. References were identified as key trust mechanisms. While the brand identity remains globally consistent, communication is adapted to different cultural markets. The findings support existing B2B branding theory by reinforcing the relevance of trust and competence positioning. The study contributes to the understanding of standardization versus adaptation and provides managerial implications for international brand communication. The findings highlight the importance of maintaining a globally consistent brand identity while adapting communication to specific cultural contexts.