Building Brands In Asia

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Building Brands in Asia

Tim Andrews,Wilson Chew
Building Brands in Asia Book PDF

Author : Tim Andrews,Wilson Chew
Publisher : Routledge
Page : 226 pages
File Size : 43,5 Mb
Release : 2017-05-18
Category : Business & Economics
ISBN : 9781351756839

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Building Brands in Asia by Tim Andrews,Wilson Chew Pdf

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty. Focusing on the creation, development and management of brands in the world’s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now. Through a variety of sector and country contexts – from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and clearly the value, meaning, auditing, aligning, extending and architecture of brands from the likes of Haier, Ah Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai Airways in markets as diverse as Japan, Laos, Korea and Singapore. Replete with anecdotes, interviews and case studies, Andrews and Chew provide an insightful, detailed and timely examination for all those interested in today’s primary corporate preoccupation set in the world’s most exciting marketplace.

Asian Brand Strategy (Revised and Updated)

M. Roll
Asian Brand Strategy Revised and Updated Book PDF

Author : M. Roll
Publisher : Springer
Page : 339 pages
File Size : 47,5 Mb
Release : 2016-02-11
Category : Business & Economics
ISBN : 9781137359179

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Asian Brand Strategy (Revised and Updated) by M. Roll Pdf

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.

Branding in Asia

Paul Temporal
Branding in Asia Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 284 pages
File Size : 43,7 Mb
Release : 2000-02-10
Category : Business & Economics
ISBN : UCSD:31822028210458

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Branding in Asia by Paul Temporal Pdf

"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

Building Brands in Asia

Tim Andrews,Wilson Chew
Building Brands in Asia Book PDF

Author : Tim Andrews,Wilson Chew
Publisher : Taylor & Francis
Page : 238 pages
File Size : 46,6 Mb
Release : 2017-05-18
Category : Business & Economics
ISBN : 9781351756846

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Building Brands in Asia by Tim Andrews,Wilson Chew Pdf

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of illustrations -- Acknowledgements -- 1. Introduction -- Foundations -- 2. Building brands: meaning, value, creation and clothing -- Understanding brand value -- Defining the brand -- Brand constituents -- Being the brand -- Clothing the brand -- 3. Developing the brand: focus, consistency and alignment -- Focus -- Consistency and the delivered promise -- Organizational consistency -- The frontline -- Organizing talent for brand consistency -- Frames for alignment: the VCI model -- 4. Marketing the brand: image extension and cross-border development -- Brand marketing -- Brand extensions: leverage and synergy -- Auditing the brand: the KUBE diagnostic -- Horizontal extensions -- Vertical brand extensions -- Unintended extensions -- Brand architecture -- Branding across borders -- International market entry -- International marketing adaptation -- 5. Understanding Asia: from the inside and out -- Asian hardware -- Asian software -- Asian socio-cultural norms: from the 'outside-in' -- Asian culture from the inside-out -- Corruption: elephants in the living room -- Illustrations -- 6. Brand expressions I: consumer products -- Building and competing -- Frontlining -- Marketing the brand -- CSR, ethics and (re-)gaining trust -- 7. Brand expressions II: services -- The hotel -- The hospital -- The airline -- IFM (integrated facilities management) -- AOS (any other service) -- 8. Postscript: destination Asia -- Revealing -- Building -- Communication -- Delivery -- References -- Index.

The Brutal Truth About Asian Branding

Joseph Baladi
The Brutal Truth About Asian Branding Book PDF

Author : Joseph Baladi
Publisher : John Wiley & Sons
Page : 262 pages
File Size : 48,6 Mb
Release : 2011-02-16
Category : Business & Economics
ISBN : 9780470826508

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The Brutal Truth About Asian Branding by Joseph Baladi Pdf

"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted "how-to" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands." —Ho Kwon Ping, Chairman/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the "Lifetime Achievement Award" by the American Creativity Association "A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere." —Timothy Love, Vice Chairman; Chief Executive Officer, Omnicom APIMA "There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. The Brutal Truth About Asian Branding is a timely book that all Asian CEOs with global aspirations should read." —Richard Eu, Group CEO, Eu Yan Sang International "The Brutal Truth About Asian Branding is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart." —Maarten Kelder, Managing Partner (Asia), Monitor Group "A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!" —Ron Sim, Founder & CEO, OSIM International "Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline." —Chris D. Beaumont, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International "The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution." —Michael Newman, Author, 22 Irrefutable Laws of Advertising

Asian Brand Strategy

M. Roll
Asian Brand Strategy Book PDF

Author : M. Roll
Publisher : Springer
Page : 254 pages
File Size : 41,9 Mb
Release : 2005-10-17
Category : Business & Economics
ISBN : 9780230513068

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Asian Brand Strategy by M. Roll Pdf

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

Asian Branding

Ian Batey
Asian Branding Book PDF

Author : Ian Batey
Publisher : Unknown
Page : 436 pages
File Size : 44,8 Mb
Release : 2002
Category : Business & Economics
ISBN : UOM:39015043709008

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Asian Branding by Ian Batey Pdf

"Written by Ian Batey, the creator of the Singapore Girl and Asia's most respected practitioner in the field this book is your essential resource for building a brand with staying power in Asia. Batey crusades a massive global marketing war in which Asian "

Asia's Star Brands

Paul Temporal
Asia s Star Brands Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 321 pages
File Size : 48,9 Mb
Release : 2012-11-28
Category : Business & Economics
ISBN : 9781118580707

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Asia's Star Brands by Paul Temporal Pdf

ASIA'S STAR BRANDS Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.

The 360 Degree Brand in Asia

Mark Blair,Richard Armstrong,Mike Murphy
The 360 Degree Brand in Asia Book PDF

Author : Mark Blair,Richard Armstrong,Mike Murphy
Publisher : John Wiley & Sons
Page : 240 pages
File Size : 47,9 Mb
Release : 2003-02-17
Category : Business & Economics
ISBN : UCSD:31822032258832

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The 360 Degree Brand in Asia by Mark Blair,Richard Armstrong,Mike Murphy Pdf

"360 marketing" is a proprietary method of looking at brand marketing. It should prove a practical and useful guide for all marketers to help them allocate their resources and combine all elements of the communication mix in an effective and cohesive manner.

Asia Branding

Bang Nguyen,T C Melewar,Don E. Schultz
Asia Branding Book PDF

Author : Bang Nguyen,T C Melewar,Don E. Schultz
Publisher : Bloomsbury Publishing
Page : 350 pages
File Size : 51,7 Mb
Release : 2017-09-16
Category : Business & Economics
ISBN : 9781137489968

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Asia Branding by Bang Nguyen,T C Melewar,Don E. Schultz Pdf

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.

Stop Advertising Start Branding

Marcus Osborne
Stop Advertising Start Branding Book PDF

Author : Marcus Osborne
Publisher : Troubador Publishing Ltd
Page : 304 pages
File Size : 44,7 Mb
Release : 2016-03-03
Category : Business & Economics
ISBN : 9781785892509

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Stop Advertising Start Branding by Marcus Osborne Pdf

‘A five-star triumph. This has to be SE Asia’s business book of the year.’ Kevin Boland, CEO, OHMM Pte Ltd, Singapore. Traditional advertising doesn’t work any more. Even Samsung, with a marketing budget of US$14 billion a year, is seeing profits plummet and smartphone sales decline sharply. The world has changed, and throwing money at the problem isn’t going to be the answer. For the global giants aiming to dominate SE Asia’s fast-growing markets, this is dreadful news. For the local and regional companies that are fighting to beat off the invaders, the end of the era of mass market advertising offers a wealth of new opportunities. What matters now, above everything, is building a strong, durable brand, based on great customer relationships. And the key to that is what you do, not how much you spend. Marcus Osborne demonstrates how many organisations can cut their marketing costs by up to 50 per cent yet still achieve better results: ‘Take your money,’ he says, ‘and put it back in the bank.’ He gives practical guidance on all the fine details, from retraining staff to deliver an unforgettable experience to collecting the right data and how to use Facebook and other tools to build a brand that will guarantee a profitable future. Written for CEOs and government servants keen to communicate more effectively with citizens, Stop Advertising Start Branding draws on Marcus’ vast experience in the region to show how SE Asian companies can use the new tools provided by the internet and social media to engage and win customers and keep those customers coming back to their brands. He demonstrates how many organisations can cut their marketing costs yet still achieve better, more measurable results. ‘An experienced understanding of what works and what doesn’t,’ Bobby McGill, Editor-in-Chief, Branding in Asia.

Building Brands & Believers

Kent Wertime
Building Brands Believers Book PDF

Author : Kent Wertime
Publisher : John Wiley & Sons (Asia) Pte. Limited
Page : 292 pages
File Size : 51,8 Mb
Release : 2002
Category : Business & Economics
ISBN : CORNELL:31924089425023

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Building Brands & Believers by Kent Wertime Pdf

Building Brands & Believers--How to connect with Consumers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unconscious and emotional levels that influence consumer perception and preference. His book provides a highly suggestive framework for bringing any brand to life."--Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University "Building Brands and Believers offers striking new insights ino the ways in which companies connect with consumers. Kent Wertime's profound experience in marketing-across many products and regions of the world-has resulted in an intriguing and highly persuasive model, based on twelve simple archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."--Simon Anholt, Consultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply consumer insights in thier decision making. Kent Wertime skillfully captures the connections between brands and the users' minds with simplicity and clarity."--Michael Tan, Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb analysis of how modern communication works. Buy it and learn how to build a brand."--John Goodman, President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By analyzing how brands connect with consumers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."--Malcolm Sullivan, Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."--Joerg Ohle, Regional Director, Bayer Health Care Asia Pacific

Constitution-making in Asia

H. Kumarasingham
Constitution making in Asia Book PDF

Author : H. Kumarasingham
Publisher : Routledge
Page : 212 pages
File Size : 49,5 Mb
Release : 2016-03-31
Category : History
ISBN : 9781317245100

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Constitution-making in Asia by H. Kumarasingham Pdf

Britain’s main imperial possessions in Asia were granted independence in the 1940s and 1950s and needed to craft constitutions for their new states. Invariably the indigenous elites drew upon British constitutional ideas and institutions regardless of the political conditions that prevailed in their very different lands. Many Asian nations called upon the services of Englishman and Law Professor Sir Ivor Jennings to advise or assist their own constitution making. Although he was one of the twentieth century’s most prominent constitutional scholars, his opinion and influence were often controversial and remain so due to his advocating British norms in Asian form. This book examines the process of constitutional formation in the era of decolonisation and state building in Asia. It sheds light upon the influence and participation of Jennings in particular and British ideas in general on democracy and institutions across the Asian continent. Critical cases studies on India, Pakistan, Sri Lanka, Malaysia and Nepal – all linked by Britain and Jennings – assess the distinctive methods and outcomes of constitution making and how British ideas fared in these major states. The book offers chapters on the Westminster model in Asia, Human Rights, Nationalism, Ethnic politics, Federalism, Foreign influence, Decolonisation, Authoritarianism, the Rule of Law, Parliamentary democracy and the power and influence of key political actors. Taking an original stance on constitution making in Asia after British rule, it also puts forward ideas of contemporary significance for Asian states and other emerging democracies engaged in constitution making, regime change and seeking to understand their colonial past. The first political, historical or constitutional analysis comparing Asia’s experience with its indelible British constitutional legacy, this book is a critical resource on state building and constitution making in Asia following independence. It will appeal to students and scholars of world history, public law and politics.

Islamic Branding and Marketing

Paul Temporal
Islamic Branding and Marketing Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 185 pages
File Size : 55,8 Mb
Release : 2011-06-24
Category : Business & Economics
ISBN : 9780470828489

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Islamic Branding and Marketing by Paul Temporal Pdf

Islamic Branding and Marketing: Creating A Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world. The global Muslim market is now approximately 23 percent of the world's population, and is projected to grow by about 35 percent in the next 20 years. If current trends continue, there are expected to be 2.2 billion Muslims in 2030 that will make up 26.4 percent of the world's total projected population of 8.3 billion. As companies currently compete for the markets of China and India, few have realized the global Muslim market represents potentially larger opportunities. Author Paul Temporal explains how to develop and manage brands and businesses for the fast-growing Muslim market through sophisticated strategies that will ensure sustainable value, and addresses issues such as: How is the global Muslim market structured? What opportunities are there in Islamic brand categories, including the digital world? What strategies should non-Muslim companies adopt in Muslim countries? More than 30 case studies illustrate practical applications of the topics covered, including Brunei Halal Brand, Godiva Chocolatier, Johor Corporations, Nestle, Unilever, Fulla, Muxlim Inc, and more. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand within an Islamic country looking for growth, Islamic Branding and Marketing is an indispensable resource that will help build, improve and secure brand equity and value for your company.

China Branding

Martin J. Liu,Jun Luo
China Branding Book PDF

Author : Martin J. Liu,Jun Luo
Publisher : Springer Nature
Page : 154 pages
File Size : 43,7 Mb
Release : 2019-09-14
Category : Business & Economics
ISBN : 9789811393181

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China Branding by Martin J. Liu,Jun Luo Pdf

This book provides an overview of the brand construction process of manufacturing enterprises in Zhejiang province, China. There are now a number of industry-leading enterprises that are trying to build their own brands and manufacture products of higher quality in Zhejiang. The first chapter focuses on the place branding strategy employed by the Zhejiang Provincial Government in launching the “ZhejiangMade” brand to improve the perception of products made by Zhejiang manufacturing firms and promote them in the domestic and international markets. In the following nine chapters, the editors bring together case studies from nine leading enterprises in Zhejiang, including Baoxiniao, Shuanghuan, Feida, ROBAM, Xinhai, Yinlun, Weixing, Deli and Fotile, providing an analysis of their branding process.