As the West desperately tries to climb out of recession, Asia is attracting investment. This is where the growth is for brands in all kinds of categories. Few doubt that brands are fantastic tools for making money. So how do brands work in Asia? Do they work in Asia the same way as they do in the West? Do they even work in the West as it is believed they do? This presentation urges a new look at how brands grow and considers how the brand construct idea works specifically in the Asian context. It will question several received wisdoms as it seeks to contribute a more sophisticated understanding of how to get profit out of brands in Asia and in turn, result in a more effective and intelligent Asian research offer.