info@ T +44 (0)20 7656 5700 F +44 (0)20 7656 5701 kantar .com www.kantar .com VODAFONE – DEFINING BRAND PERSONALITY Brand personality – the “X-factor” that makes consumers warm to a brand – is notoriously hard to pin down… Even more so when the brand is viewed differently around the globe. This is the story of how one of our companies, Added Value, helped define the personality of one of the worlds’ biggest brands, via the medium of

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