Globalisation and the dilemma of brands
Let’s start with a question: What is a pan-Asian beer brand? A brand like Tsingtao (China) or Singha (Thailand) which dominates its domestic market but has only marginal market share in Asia? Even the brand San Miguel, which comes out of Manila and claims to be the "Great Asian Beer" remains very much in the wings in markets other than the Philippines and Hong Kong. The same is true for Tiger, a brand which its parent Asia Pacific Breweries (APB) - the 70-year-old joint-venture between Heineken and Singapore’s Fraser & Neave - has taken around Southeast Asian markets and positioned as an international beer brand. "International" in this case meaning "Western". In the past, most of APB’s ads cast Caucasians to give Tiger a Western appeal. The strategy worked.e. Time will tell..
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