The brand is the most significant asset of many companies. Due to the globalization of economic activities, the brand must increasingly prove itself in heterogeneous markets. The image of the brand perceived by consumers in the target markets is crucial for market success. This raises the question of how different cultural, economic, and sociodemographic factors impact brand management. Wulf Stolle analyzes, based on conceptual considerations and an extensive empirical survey in Brazil, China, Germany, and the USA, the consequences of market heterogeneity for the perception and evaluation of car brands.