Asian marketers' challenges

Book Mark
Create Connect Convince
Jörg Dietzel
( http://www.landmarkonthenet.com/)

Building locally relevant brands

There are two primary challenges that marketers in Asia face, says Jörg Dietzel in Create Connect Convince: Fundamentals of Advertising, Branding, Communication. “First, they need to build a consistent brand across Asian markets. Second, the brand needs to be locally relevant to their target groups in order to stimulate sales, while at the same time minimising funds spent.”

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