To comfortably borrow or to own

Date of publication: November 1, 1997


In this paper we describe various examples of the common practises of customising imported concepts or creative ideas to Asian markets. We see that many efforts are aimed to enable the target only to borrow these ideas. We argue that the essential objectives for customisation is to drive the target's ownership, making these ideas a personalised and important part of their life. This leads to the thinking that uniformity in brand positioning across continents may not be something for which to strive.

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