ABSTRACT
The internationalisation of many brands within the CPG industry continues to increase, as brands seek out new high-growth sectors and markets in Asia. Indeed, Nickels and Jolson (1976) stress the importance of packaging as a marketing strategy by designating it as the fifth P of the marketing mix, distinct from the product that it holds. In some instances, indiscriminately localising a packaging may even backfire because consumers express preference for the standard (i.e. original, non-localised) version of the packaging. Thus, these collective findings suggest that packaging localisation is undoubtedly effective, but better care and scrutiny is needed to identify what, where and when product packaging should be localised because much more is not clearly understood regarding this important marketing communication tool. The emergence of domestic brands that have successfully competed against established international brands is yet another area of concern for Western CPG brands.
