Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market

Average customer rating:

FIRST BOOK TO SPECIFICALLY ADDRESS BRANDING IN ASIA

exceeded my expectations wonderfully

For Asian Companies with global aspirations.

a case study of international brands in asia

Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market
Paul Temporal
Manufacturer: Wiley
ProductGroup: Book
Binding: Paperback

General | Popular Economics | Business & Investing | Subjects | Books
General | Business & Investing | Subjects | Books
General | International | Business & Investing | Subjects | Books
Advertising | Marketing & Sales | Business & Investing | Subjects | Books
Global | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
Industrial | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
Look Inside Business Books | Trip | Specialty Stores | Books
Similar Items:

How Asia Advertises: The Most Successful Campaigns in Asia-Pacific and the Marketing Strategies Behind Them

The 360 Degree Brand in Asia: Creating More Effective Marketing Communications

The Global Market: Developing a Strategy to Manage Across Borders (Jossey Bass Business and Management Series)

Asia's Star Brands

Asian Brand Strategy: How Asia Builds Strong Brands

ASIN: 0471479101

Book Description

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

Customer Reviews:

FIRST BOOK TO SPECIFICALLY ADDRESS BRANDING IN ASIA.......2000-07-31

One of the ways to achieve sustainable growth in any market is a recognisable brand name. While many Western companies have successfully developed international brands, Asian companies have been slow to follow suit. How is it that Asia, a region that has such high brand appreciation, produces so few international brands of its own?

In this groundbreaking book, Asia's leading brand architect addresses this unusual situation, explains the fundamentals of branding and shows how companies can use them to achieve outstanding performance. Containing over 20 case studies of leading Asian and Western brands, this book is packed with illustrative examples, advice and exercises.

Branding in Asia is an invaluable book that is a must for anyone responsible for business growth in the 21st century.

Dr Paul Temporal is Asia's leading expert on brand creation, development and management, having lived in the region for over 14 years. He has worked with leading companies and governments, and is well known his results-oriented and hands-on approach. He is the author of Corporate Charisma.

exceeded my expectations wonderfully.......2000-06-08

My expectations were mainly about redressing the balance on geographical origins of brand case studies. Our literature suffers from being far too US centric. This imbalance is unfortunate for several reasons including: - living in the US for the last 2 years has taught me how atypical the US consumer is of any other I have met in 25 countries that I have worked - from the oldest brand models (which assumed brands were advertising led) to the newest ebrand models, there's huge share of voice reflecting the culture of corporate America and the case theories of its business schools. These powerful systems shouldn't be unquestioningly exported as being de facto paradigms for local organisational excellence or social value.

My expectations were exceeded because this book - unlike most on the brand which start with chapters on advertising and marketing communications - opens up from the very beginning on the leadership importance of branding. Here we are on pages 1-2: "Strong brands endure many challenges. This is becoming increasingly relevant in an era of unprecedented change, upheaval and uncertainty. This change is strategic, unlike the incremental change of more predictable times, and therefore requires a strategic response. Brand building is exactly such a response. If successful, it can be the strongest weapon in a company's armory and the best guarantee of corporate survival. The challenge that lies ahead is that of change management.

And by page 4, we're invited to join in a cataloguing of worldwide changes to marketing: -the breakdown of market boundaries -globalization and the development of global brands -increasing market fragmentation -product diversity and shorter life cycles -greater customer sophistication -digital business -economic instability and market volatility

So this book flies, and yet at the same time when you read it you will continually pick up useful advice whether your brain is looking for practical or academic stimulation. For example, the book closes with an appendix of very worthwhile brand exercises, and it resonates with case studies, 24 in all. Each case study ends with a summary of that brand's strengths.

This book will be good for you whether this is the first one you read on branding, or as in my case the twenty first, including two of my own. For example, I learnt a lot from Temporal's consistently strong advice on brand values and the way they shape corporate personality on its outside and inside.

For Asian Companies with global aspirations........2000-05-05

Few Asian companies have been successful in developing international brands. It is now a sophisticated process that puts together and sustains a complex mixture of local and international attributes and values , something that is tangible.Its interesting how Temporal have chosen the different products ( over 20 )from leading Asian and Western brands to show good examples of how companies have used the fundamentals of branding to achieve global success. He has provided illustrative examples, techniques , exercises and invaluable advice for any company in Asia regardless of size that strives for more than being just another local household name.

a case study of international brands in asia.......2000-04-30

Asian market is unique with their traditional cultural. Brands should be though for leading in this area. This book must be read for the company who : - want to build a strong image - want a competitive advantage - struggle in asian market

Book Description

Organizations can and must be viewed as "systems." This may be the only means of achieving or exceeding the crucial ISO9000 standard of performance. Stankard's research proves that there are ways to design management actions that will enable organizations to facilitate goal-oriented performance. While evidence suggests that world-class firms continuously improve their products and processes, their techniques vary. This book gives you a framework for understanding how all of the new management techniques (even the fads) fit--or usually do not fit--your own business, and offers insight into avoiding potential business disasters. Identifying an organizational revolution built on cycles of planning, action, learning, and on a humanized scientific method, Stankard shows how firms that have won the Baldrige Award for performance excellence do, in fact, excel in the marketplace and on Wall Street. This is a unique book for middle to upper management, especially in the operations, information systems, human resource, quality assurance, and strategic planning functions, but also for those involved in state quality award programs nationwide. For general managers of small- to medium-size firms or profit centers, Stankard's work will be an especially useful guide to gaining a competitive edge out of ISO9000.

Customer Reviews:

Improving Business Performance Simply.......2002-12-24

Martin's book is an excellent tool for organizations beginning the journey to performance excellence. While many performance excellence experts and consultants discuss the complexities and linkages of the Baldrige model, Martin focuses on the simple parts of a system that improve an organization - the four cycles of high performance. In addition to the cycles discussion, Martin also provides a nice overview of organizational assessment, the options available for assessment, and recommendations. Throughout the book, Martin relates the four cycles and assessments to the PDCA cycle as a way of ensuring continual improvement. A must read for anyone in an organization considering adopting a performance excellence model for improvement or is already on the pathway to performance excellence!

Book Description

A wealth of information on lupins as a crop plant is brought together in this attractive and accessible guide to aid growers, agronomists, researchers and students. Lupin Development Guide describes fully the development of Narrow-leafed Lupin (Lupinus angustifolius) and has much information on Albus Lupin (L. albus) and Yellow Lupin (L. Luteus). The guide details thoroughly each of the developmental phases in the life cycle and shows how to identify and assess them. Technical terms are kept to a minimum and the text is supported throughout by clear illustrations and photographs.

Book Description

One of the central research themes in ecology is evaluating the extent to which biological richness is necessary to sustain the Earth's system and the functioning of individual ecosystems. In this volume, for the first time, the relationship between biodiversity and ecosystem processes in forests is thoroughly explored. The text examines the multiple effects of tree diversity on productivity and growth, biogeochemical cycles, animals, pests, and disturbances. Further, the importance of diversity at different scales, ranging from stand management to global issues, is considered. The authors provide both extensive reviews of the existing literature and own datasets. The volume is ideally suited for researchers and practitioners involved in ecosystem management and the sustainable use of forest resources.

Book Description

Brookings Papers on Economic Activity (BPEA) provides academic and business economists, government officials, and members of the financial and business communities with timely research on current economic issues.

Contents:

Editors' Summary

Bubble, Bubble, Where's the Housing Bubble? Margaret Hwang Smith and Gary Smith (Pomona College)

The Recent Decline in the Labor Force Participation Rate and Its Implications for Potential Labor Supply Stephanie Aaronson, Bruce Fallick, Andrew Figura, Jonathan Pingle, and William Wascher (Board of Governors of the Federal Reserve)

Are Successive Generations Getting Wealthier, and If So, Why? Evidence from the 1990s William G. Gale (Brookings Institution) and Karen M. Pence (Board of Governors of the Federal Reserve)

Book Description

Ever dreamed of starting an online business?

The Internet Idea Book describes 101 Internet business ideas for the everyday ordinary person. Written especially for the individual entrepreneur, it can help you brainstorm which business might be right for you.

Customer Reviews:

Awful.......2007-05-12

Don't buy this item. All it is is 70 pages of writing space. If you want what this book has go to dollar store and get a 100 ream of notebook paper. There are no unique or interusting ideas....all ideas that have been drained by the market place.

Average customer rating:

HIGHLY READABLE. . . . CHOCK FULL OF FACTS

COMPELLING PICTURE OF TODAY'S CONSUMER-DRIVEN MARKETPLACE

The Consumer-- Or Else!: Consumer-Centric Business Paradigms
Camille P. Schuster
Manufacturer: Haworth Press
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Customer Service | Industries & Professions | Business & Investing | Subjects | Books
Consumer Behavior | Marketing & Sales | Business & Investing | Subjects | Books
ASIN: 0789015692

Book Description

"The customer is the only one who can fire all of us." -Sam Walton

Doing business in today's economy and surviving requires a new paradigm. What is at the center of this new approach to doing business? CONSUMERS.

Historically, power struggles have raged between suppliers and distributors. Recently, both parties awakened to the fact that neither of them has the ultimate power . . . it now resides solely with the consumer. This valuable book describes what demassification of the consumer market means and will show you how—and why—businesses must adapt to succeed. Handy charts, tables, and illustrations make the information easy to understand, and fascinating sidebar quotations from well-known leaders of various industries—Sam Walton, Jack Welch, and many more—give the book a unique and memorable flavor.

"Consumers," say the authors, "not only demand higher quality and lower prices, but also expect convenient, quick, customized service. They expect in-stock conditions and quality. They demand value and respect. Global markets mean large numbers of consumers, but these consumers want to be treated as individuals, and the mass market no longer exists. Companies in industries from financial services to groceries to consumer goods to health care to hardware to automobiles are adopting these new business processes and winning in the marketplace. Their competitors are falling by the wayside."

This essential book:

examines the factors that are shaping the current business environment and looks at the re-orientation of today's consumer, presenting global perspectives on these vital issues
explores this new consumer-centric approach from the perspectives of suppliers, intermediaries, and retailers, as well as the business processes being used to create more efficient supply chains and more effective demand fulfillment processes
shows you the tools that can be used to implement this new business paradigm in the areas of technology, internal business processes, and collaboration
presents—and answers—frequently asked questions
shares the success stories of Rite Aid, Southwest Airlines, Starbucks, Snap-On Tools, National Semiconductor, and others!

After addressing the issues of why business must change and examining the significance of a global business environment, The Consumer . . . or Else! addresses each element of the new business paradigm:

the new role of consumers
major players, including the shift in the business processes of retailers and manufacturers and the role of intermediaries
new business processes, with a focus on technology, internal coordination, and collaboration

Companies from Dell Computer to Del Monte are putting consumers first and reaping the sales benefits. General Mills will soon provide consumers with the opportunity to create and name their own custom cereal. As the authors point out, "The business process is changing-changing the way product flows, the way information flows, and the way cash flows. Companies that recognize this need to change will hold huge competitive advantages, and the companies that fail to adapt will simply not be here in the future." Let The Consumer . . . or Else!: Consumer-Centric Business Paradigms be your guidebook in this challenging new business climate.

Customer Reviews:

HIGHLY READABLE. . . . CHOCK FULL OF FACTS.......2004-06-02

"A COMPREHENSIVE and contemporary view of why a consumer-centric business paradigm is a must for businesses to have in order to survive and grow in the twenty-first century. . . . HIGHLY READABLE. . . . CHOCK FULL OF FACTS about demographics, globalization, technology, and internal business processes."

Reviewed By: Jagdish N. Sheth, PhD, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

COMPELLING PICTURE OF TODAY'S CONSUMER-DRIVEN MARKETPLACE.......2004-06-02

Schuster and Dufek present A COMPELLING PICTURE OF TODAY'S CONSUMER-DRIVEN MARKETPLACE and how successful companies are thriving by adopting collaborative business practices and new business processes focused on delivering superior consumer value.

Reviewed By: Ralph W. Drayer, former Chief Logistics Officer, The Proctor & Gamble Company

Book Description

Between 1973 and 1980, the cost of crude oil rose suddenly and dramatically, precipitating convulsions in international politics. Conventional wisdom holds that international capital markets adjusted automatically and remarkably well: enormous amounts of money flowed into oil-rich states, and efficient markets then placed that new money in cash-poor Third World economies.

David Spiro has followed the money trail, and the story he tells contradicts the accepted beliefs. Most of the sudden flush of new oil wealth didn't go to poor oil-importing countries around the globe. Instead, the United States made a deal with Saudi Arabia to sell it U.S. securities in secret, a deal resulting in a substantial portion of Saudi assets being held by the U.S. government. With this arrangement, the U.S. government violated its agreements with allies in the developed world. Spiro argues that American policymakers took this action to prop up otherwise intolerable levels of U.S. public debt. In effect, recycled OPEC wealth subsidized the debt-happy policies of the U.S. government as well as the debt-happy consumption of its citizenry.

Books:

Books Index

Books Home

Recommended Books