"An image . . . is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service."
Quoted from: Daniel Boorstin - quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 12.
However some factors called the "marketing mix" or simply the 4P's always remain the same, namely product, price, place and promotion, which are generally seen to be the "controllable elements" of the marketing mix. Depending on the country where they are trying to sell their product, they will have to adapt to the predominant structures and rules. Every brand that is trying to access a "new market" has to obey to these rules in order to be successful. Applying their own cultural structures and rules to a new foreign market will cause difficulties on the long run, when trying to establish themselves as a successful and trustworthy brand.