Asia's Star Brands / Edition 1

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Asia's Star Brands offers a unique insight into the world ofbranding in Asia. Whilst Asia continues to thrive, its companieshave often lagged behind in the global branding scene. But timesare changing, and this book highlights how Asian organizations areresponding to the challenge through the study of more than 30 casesthroughout the region. Among the case studies featured are:

  • Samsung
  • Nissan
  • Tiger Beer
  • OSIM
  • Infosys
  • Raffles International

In a fascinating and in-depth look at a broad spectrum ofbranding strategies and activities across many industries, thisbook offers a plethora of ideas and opinions on what it takes todevelop a great brand.

If you are a

  • chairman or board member
  • chief brand officer
  • chief executive
  • marketing director
  • brand or marketing manager
  • communications specialist
  • management consultant or business advisor
  • financial controller
  • business student
  • owner-manager
  • entrepreneur

You must read this book: Learn from others and change yourmindset.

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Product Details

  • ISBN-13: 9780470821565
  • Publisher: Wiley
  • Publication date: 1/3/2006
  • Edition number: 1
  • Pages: 250
  • Product dimensions: 6.06 (w) x 9.00 (h) x 0.91 (d)

Meet the Author

Dr Paul Temporal is Asia's leading global expert on brandcreation, development and management with over 25 years ofexperience in consulting and training and is well known for hispractical and results-oriented approach. He has consulted for manyof the top corporations and governments in Asia and across theworld, has lectured for leading business schools, and is a VisitingProfessor in Marketing at Shanghai Jiao Tong University,China.
Dr Temporal has also published many best selling books includingBranding in Asia and Advanced Brand Management.
He is group managing director at Temporal Brand Consulting, and canbe contacted at

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Table of Contents



1. Brand as Corporate Strategy.
OSIM INTERNATIONAL LTD.: The Brand MarketingMachine.

2. First Mover Advantage.
RED BULL: From Zero to Hero.

AIRASIA: Now Everyone Can Fly.

3. Brand Renewal.
THE NISSAN STORY: From Rags to Riches in Five Years.

SAMSUNG: Strategy and Speed in the Digital World.

4. Brand Naming and Identity.
LG ELECTRONICS (LG): “Life’s Good”.

BENQ: Who?

5. Challenger Brands.
HAIER: Haier Takes the Fight from East to West.

EMIRATES: Definitely a High-flier.

6. Brand Positioning.
TIGER BEER: Roaring Loud”.

TIGER BALM: “Works Whenever it Hurts”.

7. Emotional Branding.
BANYAN TREE GROUP: The Stage is Set for Romance.

JIM THOMPSON: From Authentic Silk to Fashion Icon?

8. Service Brands.
BUMRUNGRAD HOSPITAL: The Branded “Hospitel”.

INFOSYS TECHNOLOGIES LIMITED: “High on Values, High onGrowth”.

9. Branding a Commodity.
BREADTALK: Branding a Commodity.


10. Caring Conglomerates: Giant Brands with KindHearts.
SIAM CEMENT (“JAIDEE”): Branding Conglomerates.

TATA: “Improving the Quality of Life".

11. Strategic Alliances, Partnerships, Mergers, andAcquisitions.
LENOVO: Names and Logos are Necessary, But not Enough.

SHANGHAI AUTOMOTIVE INDUSTRY CORPORATION (SAIC): BrandDevelopment through Strategic Partnerships and Acquisitions.

HUAWEI TECHNOLOGIES: “Partner for a NetworkedWorld”.

PHATRA SECURITIES: A Winning Alliance with Merrill Lynch.

12. Destination Brands.
SHANGHAI: China’s Cheerleader.

DUBAI: The Jewel in the Desert.

13. Brand Management.
WIPRO: Repositioning and Managing the Brand across DifferentBusinesses.

PETRONAS: Malaysia’s Global Brand Ambassador.


14. Holistic Branding: Total Organizational Change.
OPUS INTERNATIONAL GROUP PLC: Where Branding Means Commitmentand Total Change.

PENSONIC HOLDINGS BHD: Building a Regional BrandHolistically.

15. Conclusions.


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