 Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market, Revised Edition
ISBN: 978-0-471-47910-9
Paperback
276 pages
June 2001
US $29.95
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Acknowledgments.
Preface.
Forword.
Introduction.
Understanding Brands.
How Brands are Built.
Understanding Markets.
Creating a Powerful Brand Position.
Brand Management.
Measuring Brand Success.
Developing International Asian Brands--Problems and Opportunities.
Strategic Communications for Brand Building.
International Brand Acceptance in Asia.
Online and Offline Brand Strategy.
Considerations for Asian Companies to Compete in the International and Global Markets.
Appendix: Exercises.
Index.
Preface.
Forword.
Introduction.
Understanding Brands.
How Brands are Built.
Understanding Markets.
Creating a Powerful Brand Position.
Brand Management.
Measuring Brand Success.
Developing International Asian Brands--Problems and Opportunities.
Strategic Communications for Brand Building.
International Brand Acceptance in Asia.
Online and Offline Brand Strategy.
Considerations for Asian Companies to Compete in the International and Global Markets.
Appendix: Exercises.
Index.
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