Is it possible to measure consumers' knowledge of a brand's existence at brand level?  Do consumers really know of the brand, or are we leading a submissive cult?

If the world is gaining a global perspective then how can a brand appeal to everyone from different cultural backgrounds and different economic values.  Oh lord won't you buy be a Mercedes Benz, rings the song.  Some brands do transend common limiting beliefs.  However if you are a global brand or plan to be one, how are you going to measure your brand awareness?

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