Abstract:

Universal concepts like motherhood, beauty, achievement and power, which many of our clients' brands are built o, can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian markets, it is becoming critical to develop more precise, market- specific strategies to truly unlock the opportunity here. There are significant historical and cultural differences that shape consumption and brand choices in these markets; which make them remarkably different not just from developed markets but also from each other. We contrast China and India in this paper, with examples of how the same need can mean different things, and the same global positioning strategy can translate to quite different executions in each country.