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03 November 2022
Brand equity in SEA: Why multicultural marketing is vital
Diversity & portrayal in advertisingAsia (general region)Cultural influences & values
With Southeast Asia a melting pot of culture and nuances, Essence’s Yasser Ismail explains how brands can safely navigate multicultural marketing in this diverse region to build brand equity.
Why it matters
For a brand experience to make sense and be remembered by consumers for being “real”, brands have to demonstrate cultural understanding and authentic representation in Southeast Asia, in a way that is diverse and inclusive.