tr?id=452824429410686&ev=PageView&noscript=1 Colossal challenge taking Singapore’s iconic Raffles brand to Shenzhen: Adrian Battisby
24 September 2019

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Taking a brand international without losing its value is a huge task. Brand equity needs to be maintained to the original standards and also needs to cater to the needs of the new market. Glocalization is crucial to a global brand. The challenge is faced by Raffles in taking their brand to China.

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