What are a brand's values to the consumer and do they cross frontiers?

Date of publication: September 1, 1990

Abstract:

The paper presents a new hypothesis about how people perceive and relate to branded goods and services. It also describes some recent research that demonstrates how this hypothesis translates into reality. The findings are particularly relevant to international marketing people grappling with the problems of co-ordinating brand communications activities across borders, while coping with the pressures of updating, stretching, refining or reinforcing such brands in today's competitive environment.

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