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Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market Paperback – August 10, 2001
The Amazon Book Review
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"..makes interesting reading.." (www.brandchannel.com 5 February 2002) --This text refers to an out of print or unavailable edition of this title.
From the Inside Flap
Branding in Asia The Creation, Development and management of Asian Brands for the Global Market One of the ways to achieve sustainable growth in any market is a recognizable brand name. While many Western companies have successfully developed international brands, Asian companies have been slow to follow suit. In this groundbreaking book, Asia's leading brand architect explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Branding in Asia contains over 20 case studies of leading Asian and Western brands including Acer, Banyan Tree Hotels & Resorts, BMW, Levi Strauss, Padini, Royal Selangor, Starbucks, Tiger Balm and many more. Packed with illustrative examples, techniques, advice and exercises, this invaluable book will help any company, regardless of size, to:
* Build a strong brand image;
* Create a unique and sustainable competitive advantage;
* Develop solid plans for international expansions;
* Access and penetrate new markets;
* Attract and retain customers;
* Motivate employees;
* Gain global recognition;
* Establish permanent growth in profitability and asset value.
This book is a must for anyone responsible for business growth in the 21 st century. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
My expectations were exceeded because this book - unlike most on the brand which start with chapters on advertising and marketing communications - opens up from the very beginning on the leadership importance of branding. Here we are on pages 1-2: "Strong brands endure many challenges. This is becoming increasingly relevant in an era of unprecedented change, upheaval and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response. Brand building is exactly such a response. If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival. The challenge that lies ahead is that of change management.
And by page 4, we're invited to join in a cataloguing of worldwide changes to marketing: -the breakdown of market boundaries -globalization and the development of global brands -increasing market fragmentation -product diversity and shorter life cycles -greater customer sophistication -digital business -economic instability and market volatility
So this book flies, and yet at the same time when you read it you will continually pick up useful advice whether your brain is looking for practical or academic stimulation. For example, the book closes with an appendix of very worthwhile brand exercises, and it resonates with case studies, 24 in all. Each case study ends with a summary of that brand's strengths.
This book will be good for you whether this is the first one you read on branding, or as in my case the twenty first, including two of my own. For example, I learnt a lot from Temporal's consistently strong advice on brand values and the way they shape corporate personality on its outside and inside.
In this groundbreaking book, Asia's leading brand architect addresses this unusual situation, explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Containing over 20 case studies of leading Asian and Western brands, this book is packed with illustrative examples, advice and exercises.
Branding in Asia is an invaluable book that is a must for anyone responsible for business growth in the 21st century.
Dr Paul Temporal is Asia's leading expert on brand creation, development and management, having lived in the region for over 14 years. He has worked with leading companies and governments, and is well known his results-oriented and hands-on approach. He is the author of Corporate Charisma.