Thursday, July 11th, 2013

Harnessing Cultural Equity: Relevance Value Of A Brand

Cultural Relevance drives Product Preference, or the Other Way Around?

Forbes column offers this provocative quote:

[E]xisting research instruments like Interbrand and Millward Brown Brand Z rankings focus first on the brand itself, then ask the consumer what they think/feel about it in isolation of societal context.

These approaches pre-suppose people spend their time going through life thinking about brands...and they don't.

People think about themselves as individuals in society and their own self-created cultures.

Read the entire story here.

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