Some ten years ago, the Asia market was mostly closed and unreachable for many international companies as a result, branding in Asia was hardly considered as a business option. There were very few marketing research companies on the Asian market. Most researches were done with the Western approach and they did not produce the correct, relevant and reliable results. Most marketers failed to integrate their marketing research approaches and methods to Asian countries' culture. Their governments controlled markets in different Asian countries and foreign companies were unable to operate without free market conditions. However, with the further development of the economical conditions and the change in political situations more and more of foreign companies were able to enter the Asian market. Many Asian people were able to have an education in the Western countries. It has had a great impact upon developing branding in Asia. Nevertheless, branding in Asia still remains quite a new concept.
A crucial part of successful branding in Asia plays a measure of understanding and integration of foreign companies with the Asian culture. Some Western concepts can be unacceptable or even offensive for the Asian people. Moreover, the Asian region is vast and manifold. It includes a great number of various countries with diverse languages, cultural and religious differences. This is a very challenging factor for creating or adopting brands in Asia.
Nevertheless, foreign brands have several advantages over the local ones. Researches show that the country of origin and the Western name of a brand can provide additional benefits for it. Frequently, the brand's country of origin is related by customers to its products' quality and prestige. In many Asian countries, especially in the post Soviet Union region, people enclose an additional value in purchasing and possessing products, manufactured in the Western countries or by Western brands. It adds a special psychological value to such products and brands. Even some local companies choose foreign names for their products or brands.
Branding in Asia, same as branding in any other market, aims at creating strong bonds between the brands and their customers and developing consumer loyalty. It can be achieved through associating a brand with a pleasant mood, connecting it to a particular need or tying it to the customers' subconscious motives. Nevertheless, all these methods require a deep knowledge of the local culture, language, religion and people's psychology, which only professional brand consultancy and marketing researches can provide.
The Asian consumers' purchasing capacity rapidly increases. It creates great business opportunities both: for manufacturers and for retailers. The Asian market is a very prospective and a fast growing one. The post Soviet Union Asian region pains a special attention. Those countries offer vast business opportunities and unclaimed markets for the foreign companies. The endeavor of winning them is the one that is well worth trying.