THE ROLE OF SYMBOLS IN INTERNATIONAL MARKETING COMMUNICATIONS
In the time of the globalization in the connection with the expansion of the sphere of the international marketing communication between states, nations and regions the meaning and role of the symbol as the universal nonverbal mean of communication is increasing. Success of the marketing strategy of the transnational companies can be explained by the successful choice of the main brands and symbols using in the advertisement communication. In the connection with the widespread of the economic dominant of the West international companies it is creating the universal symbolic system of the consumer’s culture.