It’s complicated': Asian youth and global brands

This short article argues that brands wanting to engage with Asian youth should re-think what it means to be a "global brand" and focus upon building "relationships" with specific groups of consumers.

It's complicated': Asian youth and global brands

Jeremy Sy

"I love you, but stop trying to change me." That's the message young people in Asia today are sending to global brands, especially in Indonesia, where a fascination with global brands is colliding with a desire to preserve traditional values. The result: it's time to re-think what it means to be a "global brand" and to re-visit the "relationships" brands want to build with people.

The Wall Street Journalreported recently on research conducted by Jakarta company GroupW and unveiled by the US Chamber of Commerce. Despite being big fans...

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