SEA brands are primed to take on global growth

As the balance of power between global names and local startups continues to shift, Southeast Asia’s most valuable brands have demonstrated the ability to identify with local consumers and adapt to their changing needs, which is why they are primed to grow globally.

Why brands matter in SEA

Successful brands are trusted, make a meaningful difference, and have pricing power; they set standards and also achieve global success by customising what is working locally to the markets they are targeting.

Takeaways

• For international expansion, brand building is an element of marketing closely related to price and pricing strategies.
• E-commerce offers a big expansion platform and needs to be part of the media strategy, not just part of the retail infrastructure.
• Brands must integrate with the community, scale by targeting people they want to serve, and use brand heritage to leverage trust.