The ideal man: The challenge of national cultures for global brands

Michael Griffiths and William Landell Mills

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

The ideal man: The challenge of national cultures for global brands

Michael Griffiths and William Landell MillsTNS

Global brands need global propositions. Yet while the power of things like the internet, international trade and Hollywood have brought countries closer together, the reality is that national cultures will continue to remain highly idiosyncratic. International researchers know this from the questions they face day to day.

Why is a set of perfect white teeth imperative for Americans? Why are Chinese men so slow to trust each other? Why did the Italians re-elect Berlusconi on so many occasions? And come to that,...

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