Asian Brand Strategy

How Asia Builds Strong Brands

Martin Roll

254 pages, parution le 18/11/2005

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Résumé

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

L'auteur - Martin Roll

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.

Sommaire

List of Figures
List of Tables
List of Illustrations
About the Author
Foreword
Preface
Introduction
Branding - The Driver of a Successful Business Strategy
Transforming How 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 Toward 2020 - A New Confidence in the Boardroom
Conclusion
Future Chapters
Appendix: Interbrand Brand Valuation
Journals, Periodicals, Newspaper and Press Agencies
Bibliography
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Palgrave
Auteur(s)	Martin Roll
Parution	18/11/2005
Nb. de pages	254
Format	16 x 24
Couverture	Relié
Poids	575g
Intérieur	Noir et Blanc
EAN13	9781403992796
ISBN13	978-1-4039-9279-6