Beruflich Dokumente
Kultur Dokumente
by Richard Veit
and aspirations in Western and European
presence in the region by adopting a brand- international companies that have succeeded
societies. Despite substantial differences
oriented strategy. Their successful expansion in this region have taken this one step
in household net-incomes, the desired
has put pressure on regional brands. further. They’ve redefined these local brands’
lifestyles in these regions are quite similar.
personalities to create powerful pillars of
Successful international brands have tapped
identification beyond their local market. The
into consumers’ desire for identification and
01 Acquiring and the need to communicate their belonging to
combination of international and revamped
national or regional brands is proving to be
developing strong a new wealth and lifestyle community. The
simple brand promise—to deliver a different
an especially superior recipe for brands with