Basic instinct

This paper addresses the challenge of cross-cultural positioning of brands. It is based on the premise that consumer behaviour is driven by deep-seated needs and basic values that are primal in nature and part of the genetic imprint.

Basic Instinct

Poonam V. KumarTNS, India


What do Luke Skywalker, John F. Kennedy, Princess Diana, Marylyn Monroe, Amitabh Bachchan (a superstar in India) and the Cui Jian (the father of Rock 'n' Roll in China) have in common? They are all...

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