Why Southeast Asian brands are primed to take on global growth

Adji Saputro

Southeast Asia’s most valuable brands have the proven ability to identify with local consumers and adapt to their changing needs; Kantar’s Adji Saputro analyses their success to show why they are primed to grow globally.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

The strongest brands in Southeast Asia are those that people still want even amid economic challenges. They at once anticipate and meet the evolving consumer needs in our rapidly evolving region and reinforce local relevance across cultures. Strong brands are proven to sustain business through economic volatility and recover more quickly.

But beyond that, they predispose a consumer to you by creating a product or service that people are willing to pay more for, ultimately generating significantly...

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