Asian Brand Strategy (Revised and Updated) Building and Sustaining Strong Global Brands in Asia

by Roll, Martin

• ISBN13: 9781137359162
• ISBN10: 1137359161
• Edition: 2nd
• Format: Hardcover
• Copyright: 2015-08-04
• Publisher: Palgrave Macmillan

Summary

A thoroughly updated second edition of the bestselling book Asian Brand Strategy, Martin Roll provides a comprehensive framework for understanding Asian branding strategies and Asian brands, based on new research and supported throughout by a wealth of new case studies. Martin Roll offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths.

Asian Brand Strategy includes theoretical frameworks and models and up-to-date case studies on Asian brands, and it a must-read for Asian and Western business leaders as well as anyone interested in the most exciting region of the world.

Towards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from global branding efforts will be larger than ever before. The growing emphasis on shareholder value and brand strategy to drive value will move up the boardroom agenda and become one of the most prominent drivers of value in Asia Pacific.

The book presents the Asian Brand Leadership model illustrating the paradigm shift Asian brands need to undertake to unleash their potential.

Author Biography

Martin Roll is a world-renowned global consultant and speaker. He brings more than 20 years of management experience as a senior advisor to corporate boards, and is a senior advisor to Burson-Marsteller Global Strategy Team. He holds an MBA from INSEAD, every year travels extensively to speak at top-level conferences, and he is a frequent guest lecturer at INSEAD; Nanyang Business School; and CEIBS; amongst others. He is a weekly business columnist for Forbes.

Table of Contents

Introduction
1. Branding - The Driver of a Successful Business Strategy
2. Transforming How We Understand Asian Cultures and Consumers
3. Asian Country Branding
4. Celebrity Branding in Asia
5. Asian Brand Strategy
6. The Digital Revolution and How It Reshapes Asian Brands Path to Global
7. Successful Asian Brand Cases
8. Aspiring Asian Brand Cases
9. 10 Steps to Build a Successful Asian and Emerging Market Brand
10. Asian Brands Towards 2020: A New Confidence in the Asian Boardroom
Conclusion