DATA POINTS: ASEAN's strong culture, weak brands

The formation of the ASEAN Economic Community (AEC) is just around the corner and, while still somewhat challenging to operate in, markets from Indonesia to Vietnam represent a serious opportunity. Critical to success on any level is consumer understanding, and it is with this in mind that JWT recently unveiled its ASEAN Consumer Report, which gauges people’s sense of identity, as well as their attitudes to products, brands and different forms of advertising.