The journey of expanding a brand from a local gem to an international sensation can be a daunting undertaking. Despite this, there are many stories of determined brands that have conquered international markets that can illuminate the path to success.
Telum sat down with a selection of PR and communications practitioners across Southeast Asia to understand the key factors for successfully expanding a local brand overseas and the challenges these brands have encountered during the process.
We spoke with:
- Gerald Yeo, Marketing Director, Asia Pacific Breweries Singapore (Part of The HEINEKEN Company).
- Vijayaratnam Tharumartnam, Head of Group Communications, QSR Brands.
- Windy Prastiwi, Head of Human Capital and Corporate Affairs, Unifam.