Аннотация
The study analyses the impact of regional cultural differences on the process of adapting brand strategies in China. With China's high cultural diversity, it is important for companies to understand and incorporate local values, traditions and consumer preferences to successfully promote brands. The study examines how geographical, socio-economic and cultural differences affect the marketing strategies of companies operating in China. Based on the literature review, successful examples of brand localization are identified and recommendations are offered for incorporating regional specificity into brand strategies. These recommendations aim to increase the relevance of brand strategies to localized markets, thereby enhancing the overall effectiveness of marketing efforts. A crucial part of the study is to understand how different regions in China may have differentbrand requirements and expectations, and how successful adaptation of brand strategies can lead to sustainable success in local markets. The findings of this study provide valuable guidance for businesses seeking to navigate the complex landscape of China's regional diversity and achieve sustainable brand success.