Found in translation: redefining a western brand in an eastern context

This paper describes Pizza Hut Korea’s attempts to replicate the 20% sales volume increase Pizza Hut UK achieved implementing Brand Revelations Research.

Found in translation: redefining a western brand in an eastern context

Dominic LefebvreThe Leading Edge, Singapore

Andrew PovolnyThe Leading Edge, Australia

BLENDING CREATIVITY WITH RIGOUR: THE THINKING BEHIND BRAND REVELATIONS

The marketing and consumer world is now more than ever one of proliferation, clutter and competitiveness. Yet most brand guardians necessarily seek to 'own' a clear and unique positioning for their brand within the marketing landscape with which to engage and motivate consumers. The case study within this paper illustrates how the Brand Revelations process enabled Pizza Hut Korea to address this very issue. The Pizza Hut brand...

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