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

By: Publication details: Singapore : John Wiley, c2001Edition: Rev. edDescription: ix, 291 p. ; 23 cmISBN:
  • 0471479101
Subject(s): DDC classification:
  • 658.827095 TEM
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.
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Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

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

 658.827095 TEM (Browse shelf(Opens below)) 1 Available SOMAC,09030,03,RA | SOMAC,09050,03,RM 5000044655

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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.

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