Unique Features of Asian Branding:

1. Batey seeks a stable of at least twenty new Asian global power brands in a series of challenging country-by-country profiles. He investigates a diverse range of products and commodities in Asia; macros their present strengths and weaknesses and explores how they can become global power brands by 2020. His views will make this book truly controversial as Batey takes some Asian marketers to tasks while others will find his words inspiring and insightful.

2. For the first time ever, the real inside story behind the development of the Singapore Girl campaign and the daring decisions made by the fledging airline as it took on the giant airlines of the early 1970s. This will be a must-read chapter for every marketing executive and advertising agency account handler. It will become one of the most quoted chapters of any marketing books as it demonstrates the success of unconventional, breakthrough strategic advertising.

3. Batey's report card on the Asian advertising industry. What has it achieved? Where has it failed? Batey is the only industry leader qualified to write this analysis that will be widely quoted by the Asian trade press.

4. For every Asian brand builders stuck for a strategy, Batey provides his proven guidelines on how to build a global brand from ground zero. 5. For overseas-based brand builders looking at Asia from a distance, Batey brings them up to speed on the volatile Asian branding game. From the PublisherEndorsements: Three decades of covering the region has convinced me there is one advertising expert in Asia who stands above all others. Batey leads the pack in building Asian companies into global brands and has finally shared the secrets in this fascinating blueprint for success. His depth of knowledge of Asian markets resonates on every page. A must read for Asian executives with products or services to market which Western brand owners will ignore at their peril. - REGINALD BRACK, Former Chairman and CEO, Time, Inc

Ian Batey has a commanding view of the Asian marketing and advertising scene. He is the ONE author qualified to write a book about Asian brand building ... his famous campaign for the Singapore Girl built an Asian icon known the world over. Ian had, and then maximised, an unusual opportunity, which was when Singapore Airlines delivered even more to the consumer than the advertising promised (the brand builders dream!) and from that, all the following success stories that Batey Ads provided for their clients, built the knowledge that this book shares with its readers ... it's a must read for anyone interested in branding. - PETER J. LUFFMAN, President, Newsweek International

When you think of Ian Batey, you think of Asia's best-known brand, Singapore Airlines. So who could be better qualified than this brand builder extraordinaire to write the book on Asian brand building. Ian being Ian, it's full of his irreverent wit and acute observations resulting in something readable and insightful.- ANDREW THOMAS, Global Client Director, International Herald Tribune Terrific ... finally some sound practical advice for committed marketers and ad agencies rather than ephemeral flummery. - KEN MCKENZIE, Publisher, Media & Marketing, Hong Kong Move over, Rosser Reeves. Stand aside, David Ogilvy. Here comes Ian Batey. - TED HORTON, Principal, Horton Marketing, Melbourne

From the Inside Flap

Asian Branding: A Great Way to Fly, written by Asia's most respected practitioner in the field, IAN BATEY, the creator of the Singapore Girl, is the first definitive guide to building global power brands in Asia. Batey crusades a massive global marketing war in which Asian brands rise from nothing to beat Western and Japanese power brands at their own game. He identifies how a diverse range of products and commodities in Asia, Australia and India can become global power brands by the year 2020. All that's needed now are focused applications of the three C's: Creativity, Courage and Confidence. Batey leads readers through the Asian marketing minefield, sharing the step-by-step strategic processes of famous market leaders. Batey takes us behind the scenes for a glimpse of Singapore Airlines, Mercedes-Benz, Shangri-La Hotels, Singapore Tourism Board, Tiger Beer, United Overseas Bank, and more. Batey delivers page after page of practical and inspiring guidance, spiced with his often-irreverent wit and illuminated with brand-building ads, unique charts and diagrams. (Source : amazon.com)