Brands without borders: Co-creating a regional brand vision

Philip McNaughton and Dewi Larasati

The role of consumer co-creation in developing multi-market Asian brands is the focus of this paper. It focuses on a co-creation project undertaken by Mizone, a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different Asian markets.

Brands without borders: Co-creating a regional brand vision

Philip McNaughtonFace, USADewi LarasatiDanone, Indonesia

Introduction

Consumer co-creation – through an innovative use of online communities and consumer workshops – helped Mizone grow as a brand in the region by developing a regionally consistent and locally nuanced brand vision

Based on a number of consumer studies and internal work-sessions conducted in different markets in the region (primarily India, Indonesia and Singapore), this paper will focus on five key elements:

  • It shows how innovative and new qualitative techniques can be successfully combined, adapted and implemented in APAC to yield fresher...

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