The fragrance cocktail – A cross-culturAl multi brAnd study
Frédéric MiedzinskiOpen Air Market Research, France
THE UNIQUENESS OF RUSSIA
Visibly Different
In 2007,16 years after the botched exercise of bringing Russia closer to Western society via Perestroïka, a recent opinion poll has found that 75% of the Russian population agrees there is a “Strong Russian individuality”.
A quick look at cathedrals provides a very persuasive illustration that Russia is unique – or at least different from any other modern civilisation (see Figure 1).
Figure 1: Pictures of cathedrals
The cathedral of saint Vassily the blessed (Picture 1) stands...