Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market, Revised Edition

by Paul Temporal

• ISBN13: 9780471479109
• ISBN10: 0471479101
• Edition: Revised
• Format: Paperback
• Copyright: 2001-06-01
• Publisher: WILEY

Summary

"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

Table of Contents

Acknowledgments.

Preface.

Forword.

Introduction.

Understanding Brands.

How Brands are Built.

Understanding Markets.

Creating a Powerful Brand Position.

Brand Management.

Measuring Brand Success.

Developing International Asian Brands--Problems and Opportunities.

Strategic Communications for Brand Building.

International Brand Acceptance in Asia.

Online and Offline Brand Strategy.

Considerations for Asian Companies to Compete in the International and Global Markets.

Appendix: Exercises.

Index.