Brand Image Perceptions across Cultures: a Study of Symbolic and Functional Associations.

What is it about?

The relative impact of personal values on brand image perception can be of interest to brand managers, as the consideration of these factors can lead to more successful brand image formation strategies for the Lithuanian and Danish markets. Our results suggest that brands of mobile phones can be positioned in terms of the functional-symbolic reciprocity in view of consumer values for Danish market, whereas the symbolic positioning in view of consumer values is suggested for Lithuanian market. Understanding the issue that symbolic and functional attributes are perceived as multidimensional facets of brand image and that different attributes are influenced by specific consumer values may point to those variables that brand managers need to influence when managing brand image in the long run and developing more effective brand positioning strategies that are culturally adapted.

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Photo by Anton Maksimov 5642.su on Unsplash

Photo by Anton Maksimov 5642.su on Unsplash

Why is it important?

Through the understanding of how brand image is perceived from the consumers’ perspective, companies can build a relevant brand image that will convey specific benefits offered by brands. Such knowledge will aid the process of strategic decision-making regarding the adaptation or standardisation of brand image and its maintenance in a cross-cultural context. Hence, the results of our study provide a more informed and systematic basis on which to develop brand image positioning strategy by providing a framework for selecting relevant brand image attributes.