Determination of appropriate brand entry mode for SOE telecommunication market: A neuro marketing and cross-cultural perspective

Scientist and practitioner interest has focused on branding as an approach of competitive differentiation and as the way to generate short and long-standing competitive advantage, best quality of services and customer value. Nevertheless, less consideration has been dedicated to development of the appropriate branding approach based on neuro marketing, anthropological and cross-cultural research. The purpose of this paper is to evaluate different market entry strategies in terms of branding to provide a starting point for the development of aa appropriate brand strategy in South Eastern Europe (SOE) markets. Our analysis is based on the Croatian and Serbian telecommunications market. The analysis is among others based on empirically data concerning the national cultural dimensions and the experience of the telecommunication companies in SOE. This paper describes possible causes and drivers for the successful implementation of Deutsche Telekom's telecommunications strategy in Croatia and develops, based on comparative analysis and in the scope of a potential entry of the Serbian market by foreign investors, suggestions for the appropriate branding approach which can currently be used as a backing for the branding strategy in telecommunication sector in Serbia.