| Description |
xviii, 254 pages : illustrations ; 25 cm |
| Contents |
1. Introduction -- 2. Branding - the driver of a successful business strategy -- 3. Transforming how we understand Asian cultures and consumers -- 4. Asian country branding -- 5. Celebrity branding in Asia -- 6. Asian brand strategy -- 7. Successful Asian brand cases -- 8. Aspiring Asian brand cases -- 9. 10 steps to build an Asian brand -- 10. Asian brands toward 2020 - a new confidence in the boardroom -- 11. Conclusion -- App. Interbrand brand valuation |
| Summary |
"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. Theoretical frameworks, up-to-date models and case studies on Asian brands make this a comprehensive work."--BOOK JACKET |
| Bibliography |
Includes bibliographical references (pages 243-248) and index |
| Subject |
Brand name products -- Asia -- Management.
|
|
Branding (Marketing) -- Asia.
|
| LC no. |
2005044658 |
| ISBN |
1403992797 (cloth) |
|
9781403992796 (cloth) |
|
