Brands Without Borders
Co-creating a regional brand vision

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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

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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

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