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Branding in Asia : the creation, development, and management of Asian brands for the global market / Paul Temporal

By: Temporal, Paul.
Publisher: Singapore : John Wiley, c2001Edition: Rev. ed.Description: ix, 291 p. ; 23 cm.ISBN: 0471479101.Subject(s): Brand name products -- Case studies | Competition, International -- Case studies | Marketing -- Case studiesDDC classification: 658.827095
Contents:
Acknowledgements. - Preface. - Foreword. - Introduction. - 1. Understanding Brands. - 2. How Brands are Built. - 3. Understanding Markets. - 4. Creating a Powerful Brand Position. - 5. Brand Management. - 6. Measuring Brand Success. - 7. Developing International Asian Brands-Problems and Opportunities. - 8. Strategic Communications for Brand Building. - 9. International Brand Acceptance in Asia. - 10. Online and Offline Brand Strategy. - 11. Considerations for Asian Companies to Compete in the International and Global Markets. - Appendix : Exercises. - Index.
Summary: 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. - Front cover.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 5

 658.827095 TEM (Browse shelf) 1 Available SOMAC,37000,03,RA | SOMAC,09050,03,RM 5000038738
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 5

 658.827095 TEM (Browse shelf) 1 Available SOMAC,09030,03,RA | SOMAC,09050,03,RM 5000044655
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 5

 658.827095 TEM (Browse shelf) 1 Available SOMAC,09030,03,RA | SOMAC,09050,03,RM 5000097320

Acknowledgements. - Preface. - Foreword. - Introduction. - 1. Understanding Brands. - 2. How Brands are Built. - 3. Understanding Markets. - 4. Creating a Powerful Brand Position. - 5. Brand Management. - 6. Measuring Brand Success. - 7. Developing International Asian Brands-Problems and Opportunities. - 8. Strategic Communications for Brand Building. - 9. International Brand Acceptance in Asia. - 10. Online and Offline Brand Strategy. - 11. Considerations for Asian Companies to Compete in the International and Global Markets. - Appendix : Exercises. - Index.

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. - Front cover.