This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
Introduction 1. Branding - The Driver of a Successful Business Strategy 2. Transforming How We Understand Asian Cultures and Consumers 3. Asian Country Branding 4. Celebrity Branding in Asia 5. Asian Brand Strategy 6. The Digital Revolution and How It Reshapes Asian Brands Path to Global 7. Successful Asian Brand Cases 8. Aspiring Asian Brand Cases 9. 10 Steps to Build a Successful Asian and Emerging Market Brand 10. Asian Brands Towards 2020: A New Confidence in the Asian Boardroom Conclusion
