An experimental cross cultural study in Russia and Spain. Tell me what brand you are thinking about and I will tell you what society you live in

Dimitri Schmitow and Yuri Poletaev

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers, why not extend this idea to include all the brands perceived by society? This paper presents and discusses the findings of an experimental study conducted in Russia and Spain, with the aim of exploring to what extent the perception of different brands in both societies could reveal characteristic traits of the consumption culture of each one and serve as the starting point to measure their respective evolution.

An Experimental Cross Cultural Study in Russia and Spain: Tell Me What you are Thinking About and I Will Tell You What Society You Live In.

Yuri PoletaevSchmitow, Uberia Market Research, Spain. & Dimitri SchmitowVCIOM Russian Centre for Public Research, Russia

The Brands as a Society Mirror

Certainly brands are no longer what they used to be. From being traders’ signatures, proudly displayed to identify their products, it is now the brands which identify us, defining our tastes, aspirations, preferences and lifestyles.

We are surrounded by hundreds, maybe thousands of brands on a daily...

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