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

by Temporal, Paul

• ISBN13: 9780471835769
• ISBN10: 0471835765
• Format: Hardcover
• Copyright: 2000-01-01
• Publisher: John Wiley & Sons Inc

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

Acknowledgements	x
Preface	xi
Foreword	xiii
Introduction	1	(250)
Acer: The story of a successful Asian brand	16	(3)
Tiger Balm: An ordinary Asian product becomes an international brand	19	(2)
Understanding Brands	21	(26)
The New Zealand Rugby Team: The All Blacks work hard to establish a new brand personality	38	(2)
Padini Holdings: Creating and managing brands in a fast-changing market	40	(3)
Branding A Country: Britain in Malaysia---Just between friends	43	(4)
How Brands are Built	47	(28)
National Computer Systems: Building a brand and changing market perceptions after corporatization	68	(4)
Expressions International: Branding and positioning lifestyle products and services	72	(3)
Understanding Markets	75	(28)
BMW in Asia: Psychographic segmentation	94	(3)
Hello Kitty: Branding an idea and selling it to different segments	97	(1)
Royal Selangor: A niche-market helps establish an international brand	98	(5)
Creating a Powerful Brand Position	103	(24)
Southern Unit Trust: When is a unit trust not a unit trust? Establishing a position and re-positioning when the competition follows	121	(4)
Volkswagen: Changing perceptions and positioning---Stretching a brand	125	(1)
Ikea: Using multi-positioning to establish market niche	126	(1)
Brand Management	127	(32)
Singapore Airlines: Managing a famous brand	149	(3)
Banyan Tree Hotels & Resorts: A role model for brand guardianship in a niche-market	152	(5)
Gucci: Revitalizing an old brand	157	(2)
Measuring Brand Success	159	(16)
Boon Rawd Brewery: Researching beer brand image and strategy options in Thailand	164	(11)
Developing International Asian Brands---Problems and Opportunities	175	(26)
Pillsbury: Choosing the right partner	189	(1)
Asian Home Gourmet: Small players can position themselves globally	190	(2)
Nautica: What makes an international brand?	192	(2)
Malaysian Mosaics: Business-to-business global branding	194	(4)
Sitra Wood: Building Asian brands internationally	198	(3)
Strategic Communications for Brand Building	201	(24)
Singtel: Enhancing brand image through sponsorship and event management	222	(3)
International Brand Acceptance in Asia	225	(20)
The Levi's Story	226	(12)
Tag Heuer: Breaking into Asia with a prestige brand	238	(4)
Starbucks: Changing the nature of the category	242	(3)
Considerations for Asian Companies to Compete in the International and Global Markets	245	(6)
Appendix: Exercises	251	(4)
Exercise 1: Personality Characteristics	251	(1)
Exercise 1A: Yin and Yang	251	(1)
Exercise 2: Segmentation	251	(1)
Exercise 2A: Market Planning and Segmentation	251	(1)
Exercise 3: Positioning	252	(1)
Exercise 3A: Positioning	252	(1)
Exercise 4: Brand extension	252	(1)
Exercise 5: Competitor Analysis	252	(1)
Exercise 6: Research	252	(1)
Exercise 7: Assessing Brand Marketing Effectiveness	253	(1)
Exercise 8: Communications	253	(1)
Exercise 9: Brand Guardianship	253	(1)
Exercise 10: Next Steps	253	(2)
Index	255