Why Brand Personality Matters : Aligning Your Brand to Cultural Drivers of Success

@inproceedings{Lindstroms2010WhyBP,
  title={Why Brand Personality Matters : Aligning Your Brand to Cultural Drivers of Success},
  author={Martin Lindstrom’s},
  year={2010}
}
  • Martin Lindstrom’s
  • Published 2010
By combining key outputs of BrandZ and CharacterZ and examining them in light of Geert Hofstede’s model of the dimensions of culture, we can identify the brand characteristics that are most likely to ensure success in different regions. Marketers who hope to achieve global success for their brands must take heed of these findings and use them to modulate the tenor of their brands’ communication across local and global campaigns. 

Figures from this paper.