Asian brand strategy : how Asia builds strong brands
著者
書誌事項
Asian brand strategy : how Asia builds strong brands
Palgrave Macmillan, 2006
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注記
Includes bibliography (p. 243-248) and index
内容説明・目次
内容説明
This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands
目次
Introduction Branding - The driver of a successful business strategy Transforming the way we understand Asian cultures and consumers Asian country branding Celebrity branding in Asia Asian brand strategy Successful Asian brand cases Aspiring Asian brand cases 10 steps to build an Asian brand Asian brands towards 2020 - A new confidence in the boardroom Conclusion Appendix - Brand Valuation
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