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

Table of Contents: “…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.…”

Mechanics for engineers dynamics by Hibbeler, R.C