Why brand personality matters: Aligning your brand to cultural drivers of success

Using data from WPP's BrandZ study, Millward Brown examines brand personality - the way a brand expresses and represents itself - from a cross-cultural perspective.

Why brand personality matters: Aligning your brand to cultural drivers of success

Graham Staplehurst and Suthapa Charoenwongse

For many years, researchers have been using the concept of brand personality to help describe brands and understand how they relate to consumers. More recently, using data from WPP's BrandZ study, we have looked at brand personality from a cross-cultural perspective and demonstrated that there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.

By combining key outputs of BrandZ and CharacterZ and examining them in light of Geert...

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