Japanese companies have managed to overcome the initial negative perceptions of sub-par quality. Similarly, other Asian companies can do the same. However, there are many aspects of branding that Asian companies have to improve upon in order to achieve international recognition. So, there is confidence that Asian companies can develop international brands, and that they would be ill-advised not to do so. There is a need for Asian companies to work hard on the branding issue.
Brand development is a realistic opportunity.
It expands on methodology, and makes use of role models. Good examples of strong branding from around the world and from Asia abound. International brands are a dime a dozen, and successful Asian brands are rare, especially if Japan is excluded, but this book highlights the lessons to be learned from both. Branding Asia Dot Com is part of the Asian Business Street Intelligence Ezine - daily intelligence for international business and marketing professionals.