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

图书标准信息

• 作者 Paul Temporal（保罗·探普罗） 著
• 出版社 John Wiley & Sons
• 出版时间 2001-08
• ISBN 9780471479109
• 定价 252.50元
• 装帧 平装
• 开本 其他
• 纸张 胶版纸
• 页数 276页
• 正文语种 英语

【内容简介】

BrandinginAsiaTheCreation,DevelopmentandmanagementofAsianBrandsfortheGlobalMarketOneofthewaystoachievesustainablegrowthinanymarketisarecognizablebrandname.WhilemanyWesterncompanieshavesuccessfullydevelopedinternationalbrands,Asiancompanieshavebeenslowtofollowsuit.Inthisgroundbreakingbook,Asia'sleadingbrandarchitectexplainsthefundamentalsofbrandingandshowshowcompaniescanusethemtoachieveoutstandingperformance.BrandinginAsiacontainsover20casestudiesofleadingAsianandWesternbrandsincludingAcer,BanyanTreeHotels&Resorts,BMW,LeviStrauss,Padini,RoyalSelangor,Starbucks,TigerBalmandmanymore.Packedwithillustrativeexamples,techniques,adviceandexercises,thisinvaluablebookwillhelpanycompany,regardlessofsize,to:

Buildastrongbrandimage;

Createauniqueandsustainablecompetitiveadvantage;

Developsolidplansforinternationalexpansions;

Accessandpenetratenewmarkets;

Attractandretaincustomers;

Motivateemployees;

Gainglobalrecognition;

Establishpermanentgrowthinprofitabilityandassetvalue.

Thisbookisamustforanyoneresponsibleforbusinessgrowthinthe21stcentury.

【作者简介】

Dr Paul Temporal is responsible for directing a research and education project in Islamic Branding and Marketing at Saïd Business School, University of Oxford.

【目录】

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.