The ascertainment of brand values is not only a routine market research task for Lünstroth, but an analytical tool specifically adapted to each product and brand environment. For two decades, the model of brand personality (Aaker, Keller et al) has prevailed as an instrument to determine the brand dimensions.
Certainly, the survey tools must be adapted not only to product and use characteristics, but also to the respective regional characteristics.
In the Anglo-Saxon literature, the US-American model is generally used as a starting model. Brand recognition in Europe and Asia differs from the American approach due to cultural reasons.