Tag: consumer perception and branding

Centaur or Celestial Horse? Cultural Confusion in Brand Imagery

By Timm Sweeny President, SIL Group Regardless of where they are from, the city or the countryside, few Chinese are indifferent to cognac. China ranked 8 out of 153 countries in cognac in 2002 and China could become the next big market for cognac houses. Cognac still reflects wealth in China. There are other Chinese

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