Branding in Asia : the creation, development and management of Asian brands for the global market
Author(s)
Bibliographic Information
Branding in Asia : the creation, development and management of Asian brands for the global market
John Wiley & Sons (Asia), c2000
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Includes index
Description and Table of Contents
Description
In the midst of financial crisis, Asian companies have felt the heat of competition more strongly than most. Taking a case-oriented approach, this practical book argues that global recognition for Asian business could be achieved through the creation, development and management of powerful new brands. It explores the unique challenges of Asian markets and offers a wealth of common-sense advice on how to go about meeting them. Features include numerous case studies of successful global brand building and guidance for Western companies on establishing brands in Asia.
Table of Contents
- Acknowledgments
- Preface
- Forword
- Introduction
- Understanding Brands
- How Brands are Built
- Understanding Markets
- Creating a Powerful Brand Position
- Brand Management
- Measuring Brand Success
- Developing International Asian Brands Problems and Opportunities
- Strategic Communications for Brand Building
- International Brand Acceptance in Asia
- Online and Offline Brand Strategy
- Considerations for Asian Companies to Compete in the International and Global Markets
- Appendix: Exercises
- Index.
by "Nielsen BookData"