TY  - BOOK
AU  - Temporal,Paul
TI  - Branding in Asia: the creation, development, and management of Asian brands for the global market 
SN  - 0471479101
U1  - 658.827095 
PY  - 2001///
CY  - Singapore
PB  - John Wiley
KW  - Brand name products
KW  - Case studies
KW  - Competition, International
KW  - Marketing
N1  - 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
N2  - 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
ER  -