The document discusses building global brands that connect with local cultures. It provides information on culture and brands, including definitions of culture as the values and symbols that help people interpret and communicate in society. Brands are defined as perceptions and associations that exist in consumers' minds. Successful brands improve people's lives. Cultural dimensions that influence brands are also discussed, including power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long vs. short term orientation. Strategies for international branding include cultivating local brands, global platforms with local adaptations, new brands for global needs, acquiring local brands, line extensions, and a multi-local strategy. Examples of brands connecting universal and local values are provided.