Asian brand strategy
Subtitle: building and sustaining strong global brands in Asia
By: Martin Roll, Business & Brand Strategist, Senior Advisor, Martin Roll Xompany, Singapore
Edition: 2nd edition, revised and updated.
Publisher: Palgrave Macmillan
Published: 2015
Language: eng
Number of pages: 335
ISBN-13: 9781137359162
Subjects: Marketing; Brand name products; Management
Description: A new edition of the bestselling, comprehensive framework for understanding Asian branding strategies and Asian brands, including a user-friendly strategic model and examples of success stories and challenges. The author offers trusted insights, knowledge and perspectives supported by brand new research and case studies.
Notes: Includes bibliographical references and index.
Table of contents: title: Branding: the driver of a successful business strategy; title: Transforming how we understand Asian cultures and consumers; title: Asian country branding; title: Celebrity branding in Asia; title: Asian brand strategy; title: Successful Asian brand cases; title: Aspiring Asian brand cases; title: Ten steps to building an Asian brand; title: Asian brands toward 2020: a new confidence in the boardroom; title: Conclusion.