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Project brand values – this is important in a market where many brands don’t yet have clear attributes in consumers’ minds. Consumers are looking for information to guide their purchase decisions but they need to start forming an emotional connection with brands. Family and respect for one’s elders is important here; people are modest about their lives and their purchases. Rebellion, individualism and even humor are to be used sparingly, if at all. BrandZTM analysis shows the strongest brands in Myanmar project idealism, desirability and a sense of adventure. But don’t overdo brand and fail to show the product itself. The product should still be the star of the show.
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GO BEYOND FACTS, AND TREAD LIGHTLY AROUND TRADITION
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