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Asian brand strategy : how Asia builds strong brands / Martin Roll.

By: Material type: TextTextPublisher: Basingstoke [England] ; New York : Palgrave Macmillan, 2006Description: xviii, 254 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1403992797
  • 9781403992796
Subject(s): DDC classification:
  • 658.827095 22
LOC classification:
  • HD69.B7 R65 2006
Online resources:
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 --
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.
Review: "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.
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Includes bibliographical references (pages 243-248) and index.

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 --

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.

"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.

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