Enhances the brand personality equity model to include cross-cultural applicability

Discusses and seeks to define the terms 'brand personality' and 'brand equity'

Establishes the link between a straightforward brand personality model to brand equity

Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.​