What should the communications priorities be for Asian companies entering Western markets?

Chinese and Asian companies are used to “broadcasting” their brand logos thinking that greater noise equates to greater brand awareness. What they should really focus on is truly understanding key perceptions of stakeholders and influencers (and their motivations) before embarking on a communications or marketing campaign. Stakeholder research will help Asian companies rethink their messages and story.

Asian companies entering Western markets should also ensure they have an issues management protocol and process in place so as to protect their brand and corporate reputation. This entails an in-depth understanding of the potential risks in overseas markets which sometimes can be very complex and nuanced.

Many Asian companies are known to be inaccessible and reticent when engaging with the press, analysts or the business community. The next generation of successful Asian companies will be those with senior executives who understand the importance of authentic and open engagement, and thought leadership, and are savvy enough to leverage communications as a strategic approach to build corporate brand reputation.   

                                                                                         --   Kelly Yang, Beijing

The first thing – and even though it’s very basic, it’s a step that is often skipped by Asian companies – is to increase understanding of their audiences and customers. They need to conduct in-depth target segmentation and profiling through detailed research. Too often Asian companies just jump in to Western markets expecting them to be the same as Asian markets.

Similarly, Asian companies also need to be clear about their desired perception and image for target markets. This will help them more accurately establish a positioning strategy and plans based on their understanding of their targets.

Finally, they should try to create holistic campaign programs, where ATL and BTL elements work together. This is also true when considering on- and offline campaigns; in Western markets, the online element is just as important as offline these days and sometimes even more.

                                                                                         --   Do-Young Kim, Seoul

It is difficult to define “Asian companies” since each company is different and the existing perceptions of those companies will vary in each market. However, if you were to take, say, a fast-growing Chinese company  entering Western  -- or even Japanese -- markets, the priorities must be to listen closely and understand the needs of the market, and to show the company’s commitment to that market. It is particularly crucial for foreign companies seeking to enter a market to pay close attention to public sentiment as some media may perceive the foreign company as a threat to local players.  One consideration can be a CSR initiative which underscores the company’s contribution to the market.

As for internal communication, listening to the voices of internal stakeholders and relaying those concerns to HQ  or local management is critical. Overall, what’s essential is to show all stakeholders that the company wants to contribute to local quality-of-life.

                                                                                         --   Eiko Aiba, Tokyo

 As India and other Asian countries seek to build global brands, the communications priority will be focused on understanding 3 Cs – Country, Culture and Compliance. Communicators must understand the Country, its Culture and the Compliance environment and then devise a plan to help audiences in that Country in turn understand the company, its brands and appreciate what is on offer. This requires a shift in mindset from what must we do to succeed In  Western markets, to what must we do to build a globally relevant offering? Only then will Asian companies and brands be welcomed and valued by stakeholders in other markets.

A great example of an Asian brand that has appeal and relevance in Western markets can be found in the airline industry. Think of an airline that is synonymous for quality, customer care and service and a smiling girl that brings this proposition alive as the face of that airline. It started off as a regional carrier and today has a network spanning 5 continents with one of the youngest fleets in the air. The in-flight cuisine on offer is a perfect example that demonstrates that it has paid attention to the 3 Cs and found ways to connect at very locally relevant levels and yet retain the essence of the brand.