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.

Poonam V. Kumar

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