Page 78 - myanmar

78
SPOTLIGHT ON
MYANMAR
BEING DIFFERENT AND SALIENT AND RELEVANT IS VITAL FOR LOCAL AND GLOBAL BRANDS
Brands can feel local even when they’re global. When brands understand local consumers and make a meaningful connection, they develop a closeness that, over time, means they start to feel like they’ve always been part of people’s lives. This is not about putting a local celebrity in your advertising or carefully translating a tagline. It’s about being locally relevant, and this can be done well by local and global brands.
Six of the brands measured in the BrandZTM Myanmar study are names that we track in many markets. We can compare their scores on Brand Power – which measures a brand’s ability to boost sales or gain market share due to consumers’ predisposition to choose this brand over another – across different markets. It is clear that strong global brands can be – and are already – strong brands in Myanmar. In the case of mobile handset producer Huawei, it is stronger on Brand Power in Myanmar than in its home market, China.
How global brands perform in Myanmar vs. the world
BRAND POWER GLOBAL in Myanmar AVERAGE
436 81
351 285 168 112
164 139
113 180
263 283
RANKING in Myanmar vs. world
1st
3rd 2nd
2nd
13th
18th
Column three reflects how each brand performs in Myanmar compared to other markets on Brand Power. If Myanmar is a brand’s strongest market on Brand Power, then it ranks 1st.
Brand Power (average of all brands is 100)
Methodology and Valuation by Kantar Millward Brown