APAC CIOOutlook

Advertise

with us

  • Technologies
      • Artificial Intelligence
      • Big Data
      • Blockchain
      • Cloud
      • Digital Transformation
      • Internet of Things
      • Low Code No Code
      • MarTech
      • Mobile Application
      • Security
      • Software Testing
      • Wireless
  • Industries
      • E-Commerce
      • Education
      • Logistics
      • Retail
      • Supply Chain
      • Travel and Hospitality
  • Platforms
      • Microsoft
      • Salesforce
      • SAP
  • Solutions
      • Business Intelligence
      • Cognitive
      • Contact Center
      • CRM
      • Cyber Security
      • Data Center
      • Gamification
      • Procurement
      • Smart City
      • Workflow
  • Home
  • CXO Insights
  • CIO Views
  • Vendors
  • News
  • Conferences
  • Whitepapers
  • Newsletter
  • Awards
Apac
  • Artificial Intelligence

    Big Data

    Blockchain

    Cloud

    Digital Transformation

    Internet of Things

    Low Code No Code

    MarTech

    Mobile Application

    Security

    Software Testing

    Wireless

  • E-Commerce

    Education

    Logistics

    Retail

    Supply Chain

    Travel and Hospitality

  • Microsoft

    Salesforce

    SAP

  • Business Intelligence

    Cognitive

    Contact Center

    CRM

    Cyber Security

    Data Center

    Gamification

    Procurement

    Smart City

    Workflow

Menu
    • Digital Transformation
    • Cyber Security
    • Hotel Management
    • Workflow
    • E-Commerce
    • Business Intelligence
    • MORE
    #

    Apac CIOOutlook Weekly Brief

    ×

    Be first to read the latest tech news, Industry Leader's Insights, and CIO interviews of medium and large enterprises exclusively from Apac CIOOutlook

    Subscribe

    loading

    THANK YOU FOR SUBSCRIBING

    • Home
    • Digital Transformation
    Editor's Pick (1 - 4 of 8)
    left
    Digital Transformation: Where are all the Humans?

    Mike Schuman,

    Transition to a Google Enterprise

    Jay McLean, CIO, Nexteer Automotive

    Advancing the Chemical Industry through Digital Transformation

    Jan Mandrup Olesen, Global Head of Digital Business, Indorama Ventures

    Cultivating a Sustainable Future through Collaboration

    Jiunn Shih, Chief Marketing, Innovation & Sustainability Officer, Zespri International

    Mastering Digital Marketing Strategies

    Tasya Aulia, Director of Marketing and Communications, Meliá Hotels International

    Building a Strong Collaborative Framework for Artificial Intelligence

    Boon Siew Han, Regional Head of Humanoid Component Business & R&D (Apac & Greater China), Schaeffler

    From Legacy to Agility Through Digital Transformation

    Athikom Kanchanavibhu, EVP, Digital & Technology Transformation, Mitr Phol Group

    Change Management for Clinical Ancillary Teams: Aligning Practice with Policy and Progress

    Ts. Dr. James Chong, Chief Executive Officer, Columbia Asia Hospital – Tebrau

    right

    The Art of Brand Localization

    Annie Yau, Senior Brand Marketing Manager, Apac, Shake Shack

    Tweet
    content-image

    Annie Yau, Senior Brand Marketing Manager, Apac, Shake Shack

    Setting up your brand presence in a new market means myriad opportunities and challenges. There is no one formula for all, every brand needs to create its own strategy. Brand localization involves adapting brand elements such as company value, product and creatives, which can help your brand to communicate with your customers effectively. Especially in Asia, approaching the market without localization could result in losing foothold in the market. In the past years, through helping various international brands to enter the Asian market, here are some of the insights based on my experience.

    1. Know your audiences well

    Before launching your business in a new market, it is important to conduct qualitative market research to understand your target audience’s behaviors like motivation, values and expectations.So many brands are trying to replicate success from their home country, but they forget target audiences’ behavior and expectations vary across markets. Based on these market insights,brandscan craft localized brand positioning, pricing strategy, and market segmentation. Instead of launching your brand with full resources, you can do a test run to get real feedback from your potential customers.

    For example, before our brand officially opens in the Bahamas, the team ran a pop-up to boost the hype, learn our guests’ menu preferences and strategize the menu pricing. There is no better way to know your audience than doing a test run in the market.

    2. Safeguard your brand positioning

    Finding a balance between localization and safeguarding your brand essence is not easy, and the scale changes periodically based on market needs. There are quite a few international brands, especially in the F&B industry, rushing to localize almost everything - supply chain, culinary bench, brand creatives and hospitality ended up losing a foothold and failed to make a profit when they first entered a new market. However, they overlooked the reason why your audiences are excited about your market entry is how your brand advocates unique experiences and value. Since we first launched our product in Korea in 2016, there is no massive localization on flavor, supply chain, and brand messaging as throughout different menu testing, our Korean guests indeed are very excited about what western flavor our brand can bring to the market. Therefore, if you can find a perfect balance between these two elements, your brand can grow extensively locally.

    Finding a Balance Between Localization And Safeguarding Your Brand Essence Is Not Easy, And The Scale Changes Periodically Based On Market Needs

    3. Reach your audiences with the right channel

    In Asia, user behaviors vary massively across the region, especially post covid. If you fail to market your brand at the right channel, it will eventually lead to business failure. Since covid, we notice our guests become more focused on digitalization and conveniences. To align with market needs, we start introducing digital order platforms like launching our loyalty program on WeChat and enhancing our mobile ordering system in Hong Kong and the Philippines. In 6 months’ time, we drove millions of registrations and higher order frequency. Besides, the delivery app becomes one of the key revenue drive in our business, instead of investing marketing budget in traditional Google SEO/SEM, we shifted part of the budget to delivery app to drive direct sales and engagement.

    tag

    Test

    Weekly Brief

    loading
    Top 10 Digital Transformation Services Companies - 2023
    Top 10 Digital Transformation Solutions Companies - 2023
    ON THE DECK
    Previous Next

    I agree We use cookies on this website to enhance your user experience. By clicking any link on this page you are giving your consent for us to set cookies. More info

    Read Also

    Modernizing Lending Through Innovative, Secure and Scalable Technology

    Modernizing Lending Through Innovative, Secure and Scalable Technology

    Steven Meek, Chief Information Officer, Pepper Money
    Advancing the Chemical Industry through Digital Transformation

    Advancing the Chemical Industry through Digital Transformation

    Jan Mandrup Olesen, Global Head of Digital Business, Indorama Ventures
    Cultivating a Sustainable Future through Collaboration

    Cultivating a Sustainable Future through Collaboration

    Jiunn Shih, Chief Marketing, Innovation & Sustainability Officer, Zespri International
    Mastering Digital Marketing Strategies

    Mastering Digital Marketing Strategies

    Tasya Aulia, Director of Marketing and Communications, Meliá Hotels International
    Building a Strong Collaborative Framework for Artificial Intelligence

    Building a Strong Collaborative Framework for Artificial Intelligence

    Boon Siew Han, Regional Head of Humanoid Component Business & R&D (Apac & Greater China), Schaeffler
    From Legacy to Agility Through Digital Transformation

    From Legacy to Agility Through Digital Transformation

    Athikom Kanchanavibhu, EVP, Digital & Technology Transformation, Mitr Phol Group
    Change Management for Clinical Ancillary Teams: Aligning Practice with Policy and Progress

    Change Management for Clinical Ancillary Teams: Aligning Practice with Policy and Progress

    Ts. Dr. James Chong, Chief Executive Officer, Columbia Asia Hospital – Tebrau
    Digital Transformation: A Journey Beyond Technology

    Digital Transformation: A Journey Beyond Technology

    John Ang, Group CTO, EtonHouse International Education Group
    Loading...
    Copyright © 2025 APAC CIOOutlook. All rights reserved. Registration on or use of this site constitutes acceptance of our Terms of Use and Privacy and Anti Spam Policy 

    Home |  CXO Insights |   Whitepapers |   Subscribe |   Conferences |   Sitemaps |   About us |   Advertise with us |   Editorial Policy |   Feedback Policy |  

    follow on linkedinfollow on twitter follow on rss
    This content is copyright protected

    However, if you would like to share the information in this article, you may use the link below:

    https://digital-transformation.apacciooutlook.com/cxoinsights/the-art-of-brand-localization-nwid-10423.html