Brands Without Borders
Co-creating a regional brand vision

List of publications
Visual Description
Visual Description

Author(s): Philip McNaughton, Dewi Larasati
Collection: Asia Pacific 2013 - Asia On The Move
Keywords: Ethnographic Research, Community Panels, Market Research Online Communities (MROC), Brand Research, Business Trends, Culture

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

This presentation will show how consumer co-creation can play a significant role in developing strong cross-regional brands in Asia.
Mizone is a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different Asian markets. The key business challenge was to develop a consistent, but differentiated brand voice and vision that worked across markets, supported the growth of the brand and was relevant and attuned to consumer mindset and aspirations.
This presentation  will show how one stream of work was able to bring the consumer voice directly into the creation of a high-level Mizone brand vision, and help build a bridge between the different markets.

Date of publication: 7.04.2013
ISBN: 92-831-0265-7
Order Code: 117126_17
Number of pages: 10

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: