Image of Branding in Asia : the creation, development, and management of Asian brands for the global market

Branding in Asia : the creation, development, and management of Asian brands for the global market

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00000001651HD69 .B7T45 2001 (General Book)Available - Ada

Publisher :John Wiley & Sons , 2001

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia --This text refers to the Paperback edition.

Book Info

Discusses building brands, focusing on Asia because there is now great interest from Asian companies in branding. Contains over twenty case studies of leading Asian and Western brands. DLC: Brand name products--Case studies.

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