They are still leading brands despite the many worldwide changes that have affected every business, and being managed by various people over the years. Strong brands are amazingly durable, enduring many challenges. They are the real McCoys. Brand longevity is becoming increasingly relevant, more than it has ever been, as the world approaches the new millennium, entering a new era of unprecedented change, upheaval, and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response.
Brand building is exactly such a response.
If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival. The challenge that lies ahead is that of change management. There are some that would say that Asian companies would find it incredibly difficult to build international and global brands. Their reason is that most of the world markets and the product categories in those markets are already dominated by powerful global brands. They say that Asian companies lag so far behind these megabrands that they will never catch up.