Asian Brand Strategy

How Asia Builds Strong Brands
2006. Auflage 2006
ISBN: 978-1-349-54370-0
Verlag: Palgrave MacMillan UK

Buch, Englisch, 254 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 354 g

This book 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. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

Zielgruppe

Research

Autoren/Hrsg.

Roll, M.

Inhaltsverzeichnis

Introduction Branding - The driver of a successful business strategy Transforming the way we understand Asian cultures and consumers Asian country branding Celebrity branding in Asia Asian brand strategy Successful Asian brand cases Aspiring Asian brand cases 10 steps to build an Asian brand Asian brands towards 2020 - A new confidence in the boardroom Conclusion Appendix - Brand Valuation

Über Autor(innen)

MARTIN ROLL is founder and CEO of Venture Republic, a strategic advisory firm on branding strategies and plans to corporate boards and top-management in industries across Asia Pacific and Europe. He brings more than 15 years of management experience from the international advertising industry, and is a renowned keynote speaker at global conferences. Martin Roll is Visiting Professor in Strategic Brand Management at the China European Business School (CEIBS) in Shanghai, and a frequent guest lecturer at INSEAD business school.