Asian Brand Strategy (Revised and Updated)

Building and Sustaining Strong Global Brands in Asia
2. 2015 Auflage 2015
ISBN: 978-1-137-35916-2
Verlag: Palgrave MacMillan

Buch, Englisch, 339 Seiten, Format (B × H): 137 mm x 216 mm, Gewicht: 567 g

This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

Zielgruppe

Research

Autoren/Hrsg.

Roll, M.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Volkswirtschaften einzelner Länder und Regionen
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

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

Über Autor(innen)

Martin Roll provides global business, strategy and brand marketing consulting empowering global clients to build sustainable, high-performing businesses. He provides world-class advisory, strategic guidance and insights to global clients. Martin Roll seeks to empower clients to succeed through better business performance and to become enduring, leading enterprises.
Martin Roll brings more than 25 years of management experience as a senior advisor to corporate boards and executive management teams. He travels extensively to speak at top-level conferences every year, and he is a frequent guest lecturer at INSEAD, Nanyang Business School, and CEIBS amongst others. Martin Roll is a business columnist for INSEAD Knowledge and several global media. He holds an MBA from INSEAD.