Cultural differences affect consumer perceptions of brands. The aim of this study is thus to examine the theory of brand equity and, more specifically, to explore to what extent brand identity, brand awareness, brand image, brand loyalty, and so on affect consumers of different genders and from different cultures. This paper presents the results of a qualitative study carried out in five different cultures and based on 973 questionnaires, with 421 female respondents and 552 male respondents. The results showed that if consumers from different cultures can recognize a brand when they see it, then the related marketing efforts may have positive effects. The results also suggest that brands can no longer simply present their advantages in their marketing efforts, but must also emphasize how they are different from competing brands.