Even with the trend towards 'buy local,' the BIG global brands continue to dominate, with large marketing budgets, while local brands often struggle to grow, or to survive.
Valuable observations and findings from the research include outcomes for local brands looking to grow and go global. The research involved 8 focus groups across age groups (kids to adults), a national survey of 2,000 Australians aged 18+ and a wider analysis and review of available data and observations. The research was first conducted back in 2010. It is interesting to observe trends.
The analysis and reporting is in progress and report will be released in October 2021.
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