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Extended-form Case Study

How a local brand can compete against international giants

Published on February 28, 2018   14 min

Other Talks in the Category: Marketing & Sales

0:00
Hello, my name is Nukhet Vardar, How an a local brands compete against international giants, Jollibee, or Asia's McDonald's?
0:10
If I need to introduce myself briefly, I must say that I have been working in marketing and advertising area since 1985. I value myself for being both an academic and a practitioner. I always enjoyed sharing my thoughts and views in marketing, branding and advertising. So far I have 13 books, for a detailed CV you can visit my company website, and have a look at my CV at www.elizi.net.
0:42
Now let us start discussing our topic for today. Today, we will be talking about Jollibee or Jallebee as it is pronounced locally, which started as a small local brand in the fast food sector in the Philippines, just before McDonald's entry to this market. Becoming a major competitor of McDonald's in the Philippines as well as around the globe.
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How a local brand can compete against international giants

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