Learning from the success of local Asian brands: The new price-to-value equation

Perceptions in the Asia Pacific region are changing, with local brands no longer seen as cheap brands, and Kantar’s Adji Saputro explains how they can and have unlocked their potential to compete against international brands.

Marketing's impact on pricing

This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more

Pricing strategy plays a critical role in helping brands stay competitive. In the past, foreign brands may have relied on their “global” or “international” halo to drive price premiums, while local brands may have had to undercut because of perceptions that locally made was cheap.

By definition, a local brand would usually refer to a brand that has a presence only in a single country or market and would typically operate within that specific geographical...

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