Asian Brand Strategy: How Asia Builds Strong Brands

ISBN-13: 9781349543700 / Angielski / Miękka / 2006 / 254 str.

M. Roll

Opis

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. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

Recenzje

'Martin Roll's Asian Brand Strategy provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing.' - Kevin Lane Keller, Professor of Marketing, Tuck School of Business

'Martin Roll's book Asian Brand Strategy has the serious theoretical framework which underpins any real understanding of the role of branding in business. And it has the practical pointers which make it useful for anyone wanting to implement a brand strategy. I would strongly recommend this book as compulsory reading for anyone who wants to understand the power of branding and how to implement a practical, no-gimmicks brand strategy.' - Ho Kwon Ping, Executive Chariman, Banyan Tree Resorts

'Martin Roll makes a compelling argument for branding to be one of the top issues for Asian CEOs to enhance shareholder value. He provides a thoughtful set of approaches, and illustrates these nicely with interesting cases from the region.' - Minsok Pak, Principal, McKinsey & Co.

'Highly readable...sprinkled with interesting case studies that will appeal to the layman as much as the expert.' - The Telegraph

Spis treści

Introduction Branding - The driver of a successful business strategy Transforming the way we understand Asian cultures and consumers Asian country branding Celebrity branding in Asia Asian brand strategy Successful Asian brand cases Aspiring Asian brand cases 10 steps to build an Asian brand Asian brands towards 2020 - A new confidence in the boardroom Conclusion Appendix - Brand Valuation

O autorze

MARTIN ROLL is founder and CEO of Venture Republic, a strategic advisory firm on branding strategies and plans to corporate boards and top-management in industries across Asia Pacific and Europe. He brings more than 15 years of management experience from the international advertising industry, and is a renowned keynote speaker at global conferences. Martin Roll is Visiting Professor in Strategic Brand Management at the China European Business School (CEIBS) in Shanghai, and a frequent guest lecturer at INSEAD business school.