Branding in Asia the creation, development, and management of Asian brands for the global market
"In this book, Asia's leading brand architect explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance." "Packed with illustrative examples, techniques, advice and exercises, this book will help any company, regardless of size,...
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| Format: | Book |
| Language: | English |
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Singapore
John Wiley & Sons (Asia) Pte Ltd
©2000
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Table of Contents:
- Acer: The story of a successful Asian brand
- Tiger Balm: An ordinary Asian product becomes an international brand
- Understanding Brands
- The New Zealand Rugby Team: The All Blacks work hard to establish a new brand personality
- Padini Holdings: Creating and managing brands in a fast-changing market
- Branding a Country: Britain in Malaysia--Just between friends
- How Brands are Built
- National Computer Systems: Building a brand and changing market perceptions after corporatization
- Expressions International: Branding and positioning lifestyle products and services
- Understanding Markets
- BMW in Asia: Psychographic segmentation
- Hello Kitty: Branding an idea and selling it to different segments
- Royal Selangor: A niche-market helps to establish an international brand
- Creating a Powerful Brand Position
- Southern Unit Trust: When is a unit trust not a unit trust? Establishing a position and re-positioning when the competition follows
- Asian Banks: Re-positioning for brand loyalty
- Volkswagen: Changing perceptions and positioning--Stretching a brand
- Ikea: Using multi-positioning to establish market niche
- Brand Management
- Singapore Airlines: Managing a famous brand
- Banyan Tree Hotels and Resorts: A role model for brand guardianship in a niche-market
- Gucci: Revitalizing an old brand
- Measuring Brand Success
- Boon Rawd Brewery: Researching beer brand image and strategy options in Thailand
- Developing International Asian Brands--Problems and Opportunities.