Marketing strategies for local products in global markets have gained increasing attention due to their potential to boost economic development and cultural preservation. A qualitative approach was adopted, involving interviews with industry experts and case studies of successful marketing campaigns for local products across various sectors. The analysis revealed that incorporating traditional cultural elements into branding significantly enhanced product appeal among diaspora consumers in key global markets such as the United States and Europe. While traditional marketing techniques remain effective, integrating digital media to reach younger generations is crucial for broadening market reach globally. Local businesses should prioritise the development of culturally resonant branding strategies and consider leveraging social media platforms to engage with global audiences effectively.
Afenyo et al. (Mon,) studied this question.