When foreign companies began entering Asian markets, the thinking was that exposure to foreign brands and consumption habits would change Asia. Instead, operating in Asia has changed the business of brand management and consumer engagement. China's dynamic, creative, and fast evolving e-commerce and social media spheres add additional complexity. In Southeast Asia, societal values around diversity or women's empowerment may mean that brand positioning from home markets does not always translate well. And sometimes geopolitical tension or nationalism can influence consumer perceptions. How can foreign companies best understand Asian consumers? Join us to explore how companies can effectively manage their brand images across Asia in the current environment.
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