Branding with understanding: how national profile of consumer influences brand value perception

Practice has shown that inappropriate branding pattern can be branding pattern which was previously very appropriate on other market or for other brand. By application of cluster analysis in OECD countries, in the context of Hofstede model of social dimensions, we found that the cause of this phenomenon is the significance of the impact of the national socio-cultural profile of consumers in the subjective perception of the brand value. On the example of Slovak Republic was confirmed that customers perceive as more valuable the brands, which socialcultural profile of the country of origin is convergent with the national. Subsequently, we identified individual attributes of the socio-cultural profile with the sources of individually perceived the brand value.