In a globalised world with more competitors vying for shelf space across the globe, consumers are overloaded with information and continue to place increasing importance on brands.
With increasing globalization and flattening of the world, more Asian brands are venturing into newer markets and embracing customers in various cultures.
The Korean Wave (Hallyu) refers to the global popularity of South Korea’s cultural economy exporting pop culture, entertainment, music, TV dramas and movies.
Think about one of the strongest brands from Asia, and chances are that Singapore Airlines (SIA) and its long-serving, almost iconic Singapore Girl easily come to mind.
Some Asian brands are becoming successful well beyond Asia.
The last two decades have seen cities, islands and even countries very aggressively branding themselves in order to create a resonating identity among stakeholders and build sustainable customer relationships that last a lifetime.
South Africa for a long time has been in the global limelight for several reasons and in particular because the country is one of the leading economies in Africa.
Martin Roll was invited as a guest speaker at the DABGO Annual Conference 2017 event on 2 Aug 2017 at the Copenhagen Marriott Hotel.
For CKGSB Knowledge, Martin Roll talks about the state of branding in Chinese companies and strategies that will help build truly global Chinese brands.
One of the biggest challenges for Asian companies apart from the prevailing trading mindset is the “Made In” tag in order for them to build and sustain strong brands.