Key principles for brands to scale up in diverse Asian cultures

Preeti Mascarenhas

This article looks at current trends that impact how brands scale across Asian cultures.

Scale-up brands

This article is part of a series of articles from the WARC Guide to scale-up brands. Read more

How do brands grow? That is an age-old question with multiple answers. Given the way our world is changing, options for scaling a brand are increasing, and there are more factors to consider than ever before. Before we start analysing scalability models, a quick scan of the trends impacting APAC consumers is essential. Here are few key trends influencing the way Asian consumers think, behave and make decisions in 2022.

  • Consumers are cautious – the “endemic COVID lifestyle”.
  • Purpose...

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