Communication is one of the most essential features of any society, and intercultural communication presents us with a challenge that we must overcome if we want to become effective communicators in today's world. This thesis explores the term, meaning, features, manifestations and multidimensional impact of communication on a global scale, and in a case study shows how intercultural communication influences the creation and preservation of a global brand. Culture is a framework for interpreting communication; it is also a phenomenon that changes as soon as we cross national, regional, organizational and other boundaries. Culture makes the context in which communication is to be studied, culture influences all human activities and relationships, and determines people's lifestyles and behavior, and thus their preference of product and / or service. Organizations communicate their products and their image. They also engage in continuous communication with numerous institutions, groups and individuals beyond their organizational boundaries. The analysis of cultural differences is necessary for the shaping, development and successful implementation of a brand management strategy. Cultural differences affect brand management more than any other business activity, and brand management and marketing are sensitive to so-called, cultural mistake. When brand managers know more about culture and when they reach expectations in intercultural communication, they can develop a strategy for a wide global audience more successfully. The case study features two global brands: Airbnb and Ikea. They illustrate their brand development strategies, communications and campaigns that have contributed to becoming a global leader. Entering international markets, even for companies with extensive experience, requires the involvement of strategic management and a willingness to change. Globalization creates larger communities, it establishes relationships between previously isolated cultures and acts as a cultural interaction on a global scale, and the companies that run it today shape their strategic decisions with the future of the world economy.