Contemplating G20 Presidency Branding and Impression Management - Local and Global Contextual Organization Perspectives

Abstract

This review seeks to examine the effectiveness of impression management through the lens of the G20 Presidency branding for lessons in the efforts of organizations when expanding into the international business sphere. Organizations increasingly require novel approaches, such as cultural sensitivity and integration, and to understand regional and global differences and manage engagement in global contexts, that commence with refining of the local brand. This review contemplates the approach to the G20 Presidency branding as an important reflection in tailoring impression management strategies to the local contexts and effectively serving the target audiences. Markets are transitioning from domestic to international contexts, justifying the need to invest in impression management.  The review focuses on innovative strategies for G20 Presidency branding and  impression management, and how to enhance international significance in an increasingly competitive business environment. It synthesizes existing literature on impression management and applies the findings to contemporary business activities. The key topics for review include impression management in different regions, and how each country over the past five years uniquely branded the G20. The main countries examined are Saudi Arabia (2020), Italy (2021), Indonesia (2022), Brazil (2024), and South Africa (2025). The review also includes innovative approaches to global branding, evidence-based strategies for impression management, the role of technology in impression management, and seizing impression management opportunities and navigating associated challenges. All these topics affirm the role of impression management in aligning business values with community needs and advancing cultural intelligence, continuous improvement, and ethical practices.  The review has noted that impression management affects organizational outcomes for firms entering new markets. It also influences countries’ appeal to the global community while maintaining their national identities. During the G20 presidency, Saudi Arabia, Italy, Indonesia, Brazil, and South Africa employed distinct branding methods to increase their global appeal. Therefore, organizations must adjust their impression management strategies based on their regions of operations. The Northern, Western, Southern, and Eastern regions have different priority areas that must be adopted by businesses in their impression management efforts. The review has also emphasized the need to abandon traditional approaches for more contemporary strategies for navigating international branding. Innovative approaches such as cultural adaptability and complexity are necessary steps in aligning business operations with diverse cultural contexts. Some of the evidence-based approaches to impression management include adapting communication to environmental and cultural contexts, investing in sustainability, advancing employee engagement, and incorporating cultural intelligence in business operations. Thus, businesses should seize opportunities in the field of impression management.  Transitioning from the domestic to international markets requires businesses to address contextual and cultural strategy differences. Evidence-based impression management strategies will foster collaboration and inclusivity. Organizations can leverage technologies like virtual and augmented reality to deliver immersive brand experiences that highlight their values and products, fostering customer loyalty. Equally important are inclusivity and ethical leadership. Integrating regional narratives into global campaigns enhances cultural relevance and supports a more inclusive approach to international branding. Future research should focus on the evolution of impression management approaches as seen in evolving domestic and international market trends.