Basic instinct

Date of publication: March 28, 2004

Catalogue: Asia Pacific 2004

Abstract:

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.

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