The importance of multicultural marketing in building brand equity in SEA

Southeast Asia is a melting pot of culture and nuances and Essence’s Yasser Ismail explains how brands can safely navigate multicultural marketing in this diverse region to build brand equity.

This article is part of a Spotlight series on multicultural marketing in Southeast Asia. Read more

The importance of multicultural marketing has grown exponentially in recent years. In today’s digital age, consumers’ wants and needs have changed drastically. Digital and especially social media have led to new channels of brand building and consumer engagement. As the world continues to become smaller, consumers across Asia are looking to maintain a grip on their own cultural heritage and traditions as the world around them modernises.

Global brands like Marvel are spotlighting heroes within specific cultures or communities....

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