CUSTOMER UNDERSTANDING IN EMERGING LUXURY MARKETS
FOR A GERMAN AUTOMOTIVE COMPANY
Development of a brand story book to promote and facilitate business growth
Objective:
Our client wanted to find out how they can make their brand relevant to luxury targets in emerging markets in Asia.
Approach:
We conducted qualitative exploratory studies in Vietnam and Philippines to create pen portraits of luxury car customers and their brand expectations.
Impact:
Development of a brand story book to promote and facilitate business growth for its luxury line in emerging economies.
