This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature and part of the genetic imprint. These do not change across cultures. Positioning a brand on these basic values strikes a universal chord, making it possible to manage differences that arise out of different social and cultural influences, while keeping the core or the soul of the brand unchanged.
- This could also be of interest