Synopsis
"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia
From the Inside Flap
Branding in Asia The Creation, Development and management of Asian Brands for the Global Market One of the ways to achieve sustainable growth in any market is a recognizable brand name. While many Western companies have successfully developed international brands, Asian companies have been slow to follow suit. In this groundbreaking book, Asia's leading brand architect explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Branding in Asia contains over 20 case studies of leading Asian and Western brands including Acer, Banyan Tree Hotels & Resorts, BMW, Levi Strauss, Padini, Royal Selangor, Starbucks, Tiger Balm and many more. Packed with illustrative examples, techniques, advice and exercises, this invaluable book will help any company, regardless of size, to:
* Build a strong brand image;
* Create a unique and sustainable competitive advantage;
* Develop solid plans for international expansions;
* Access and penetrate new markets;
* Attract and retain customers;
* Motivate employees;
* Gain global recognition;
* Establish permanent growth in profitability and asset value.
This book is a must for anyone responsible for business growth in the 21 st century.
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