Asian brand strategy : how Asia builds strong brands
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. Theoretical frameworks, up-to-date models and case studies on Asian brands make this a comprehensive work."--Jacket
eBook, English, 2006
Palgrave Macmillan, Houndmills, Basingstoke, Hampshire, 2006
Livres électroniques
xviii, 254 p
9781403992796, 9780230513068, 1403992797, 0230513069
748778813
Branding
The driver of a successful business strategy
Transforming the way 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 towards 2020
A new confidence in the boardroom
Conclusion
Appendix
Brand Valuation