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

Dominic Lefebvre and Andrew Povolny

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...

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