Branding in Asia: The Creation,Development,and Management of Asian Brands for the Global Market

Branding in Asia: The Creation,Development,and Management of Asian Brands for the Global Market

by Paul Temporal
     
 

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"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

Overview

"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

Editorial Reviews

Booknews
While many Western companies have successfully developed international brands, Asian companies have been slow in this area. This work explains fundamentals of branding and shows how Asian companies can use them, offering some 20 case studies of leading Asian and Western brands, including Banyan Tree Hotels & Resorts, Levi Strauss, Starbuck's, and Tiger Balm. This revised edition contains a new chapter on online branding, and additional case studies of Yahoo! Asia, Coca-Cola, and Tesco. Temporal is an expert on brand creation, development, and management. He has lived in Asia for some 14 years. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780471479109
Publisher:
Wiley
Publication date:
06/28/2001
Edition description:
Revised Edition
Pages:
276
Product dimensions:
6.00(w) x 9.00(h) x 0.80(d)

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