INSIDER'S VIEW SINGAPORE

In Asia, democratization of access to broader choices is illustrating a fundamental shift in how brands need to enter consumers' lives, whatever the price. Asian consumers are increasingly seeking enriched experiences, rather than rich lifestyles. With the unnerving trend towards globalization...

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Veröffentlicht in:Campaign 2007-03, p.17
1. Verfasser: Amour, Mike
Format: Artikel
Sprache:eng
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Zusammenfassung:In Asia, democratization of access to broader choices is illustrating a fundamental shift in how brands need to enter consumers' lives, whatever the price. Asian consumers are increasingly seeking enriched experiences, rather than rich lifestyles. With the unnerving trend towards globalization and the massive focus on Asia, the really significant opportunity is to accelerate the development of Asian brands that can go global. Globally, there are few strong Asian brands, with the exception of ones from Korea and Japan.
ISSN:0008-2309