Conclusions

As I mentioned in the 'Introduction' post, what I wanted to prove in this blog was that the power of Local WOW! Brands can be as strong as the power of the big Global WOW! Brands. People tend to associate WOW! Brands with famous, global brands. Each of my interviewees mentioned a number of key international brands as their WOW! Brands, but they also mentioned at least one local brand that had a similar impact on them as consumers. Local brands seem more linked to lifestyle: restaurants and homewears, for example, that improve one's quality of life. Local brands tend to be about appreciation and discernment, while global brands are more aspirational. Global brands enjoy a universal popularity, particularly when it comes to aspirational goods such as cars, clothing and accessories.