Asia's Star Brands

Front Cover
John Wiley & Sons, Nov 28, 2012 - Business & Economics - 288 pages
ASIA'S STAR BRANDS

Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific

China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD

A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School

It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.
 

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Contents

Brand as Corporate Strategy
1
First Mover Advantage
9
Brand Renewal
31
Brand Naming and Identity
51
Challenger Brands
81
Brand Positioning
97
Emotional Branding
125
Service Brands
141
Giant Brands with Kind Hearts
171
Strategic Alliances Partnerships Mergers
187
Destination Brands
215
Brand Management
235
Total Organizational Change
263
Conclusions
289
Copyright

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About the author (2012)

Dr Paul Temporal is Asia's leading global expert on brand creation, development and management with over 25 years of experience in consulting and training and is well known for his practical and results-oriented approach. He has consulted for many of the top corporations and governments in Asia and across the world, has lectured for leading business schools, and is a Visiting Professor in Marketing at Shanghai Jiao Tong University, China.
Dr Temporal has also published many best selling books including Branding in Asia and Advanced Brand Management.
He is group managing director at Temporal Brand Consulting, and can be contacted at www.temporalbrand.com

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