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Branding in Asia By Paul Temporal

Branding in Asia
by Paul Temporal

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This title addresses branding issues in Asia. It explores how Asian companies will have to work at creating, developing, and managing powerful international brands. Updated information includes new case studies and additional material that examines branding online products and services.
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Branding in Asia Summary


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

"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

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Table of Contents


Acknowledgments. Preface. Forword. Introduction. Understanding Brands. How Brands are Built. Understanding Markets. Creating a Powerful Brand Position. Brand Management. Measuring Brand Success. Developing International Asian Brands--Problems and Opportunities. Strategic Communications for Brand Building. International Brand Acceptance in Asia. Online and Offline Brand Strategy. Considerations for Asian Companies to Compete in the International and Global Markets. Appendix: Exercises. Index.

Additional information

GOR001970404
Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market by Paul Temporal
Paul Temporal
Used - Very Good
Paperback
John Wiley & Sons (Asia) Pte Ltd
2001-08-21
276
0471479101
9780471479109
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.