Brand Cross Cultural Index: Reframing brand value in the new marketplace

This article explains the Brand Cross-Cultural Index, which ranks brands in the US based on their ability to build meaningful connections across ethnic segments.

Brand Cross Cultural Index: Reframing brand value in the new marketplace

Jeffrey L. Bowman and David BurgosOgilvy & Mather, New York; Millward Brown, Lisle

Overview

Reframing brand value in the new marketplace

You've seen the numbers. Eighty percent of the United States' population growth during the next five years will come from multicultural segments: Hispanics, Blacks and Asians*. What does this new marketplace mean for brands and how they are valued by consumers and Wall Street? Companies spend billions marketing and advertising to consumers hoping they choose their brand when they enter grocery stores, visit a retail destination or...

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