Abstract:

The paper copes with the main theme of the global brand’s localization illustrating how market research can provide useful support in comprehending the modalities with which this may occur. It also has a bottom-up approach, which starts off with the way the brand is lived locally, contravening some of the traditionally recognized logic for this purpose. Moreover the specific techniques used, mashing up quant and qual, delivered insights on a particularly appealing platform for a global brand: the always desired quantifications of a qualitative insight, for a comparison among countries.