Branding in Asia the creation, development, and management of Asian brands for the global market by Temporal, Paul

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? …”