Machines wear out. In the same year, tobacco giant Philip Morris paid four times the net asset worth of Kraft to take over the company best known for its dairy products. Despite the premium paid for the acquisitions, both were considered good buys. Powerful brands provide security of demand and competitive differentiation. They also command premium pricing.
Brands are the best guarantee of corporate survival.
Here in Asia, the economic crisis has forced Asian companies to rethink their strategies as they try to compete with overseas competition. The answer to these questions is the creation, development and management of powerful international brands. However, developing a successful international brand is not an easy task. Most companies lack the necessary knowledge and expertise to execute the program. The Creation, Development and Management of Asian Brands for the Global Market offers practical advice from a top class author on the subject.