ABSTRACT
Most MNCs in ASEAN countries consider themselves to be marketers of premium-bracketed products and services. There are exceptions, of course – although rarely admitted. The simple truth is that even where such a company’s products are considered to be fairly “average” in their home market, in Southeast Asia they are nearly always competing at the “top end.” An example is Marks & Spencer, the UK retail group. In such a context, brand awareness, strength and development are key areas of concern for ASEAN-based foreign multinationals, and especially those from a “developed” country base.
