This paper investigates how a luxury fashion brand would be able to strategically position itself within Colombia, Peru, and Venezuela. It specifically looks at consumers' perceptions of general and visual branding strategies such as international and local positioning. Secondary research was conducted on domestic and international branding strategies, standardization and adaption techniques, and cultural business differences between the three countries. After primary research was completed through a survey and multiple interviews. The survey looked into perceptions of international and local brands of each country. The survey was an A/B test where participants were either given questions surrounding a local or international brand description and advertisement visuals. With the interviews, they provided a baseline of information from Colombian consumers on general perceptions of luxury brands, products, and the memories associated with them. Overall, it was found that Columbian participants had more positive perceptions of international brands, Peruvian participates had a more positive perception of local brands, and Venezuelan participants did not have a significant preference for either. Based on these findings, recommendations were made suggesting possible brand positioning and entry strategies for companies wanting to expand throughout Colombia, Peru, and Venezuela. The continuation of this paper includes an analysis and interpretation of the findings, the limitations of the research, and the possible future direction and continuation of this research.

The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.