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

By Paul Temporal

Book Overview

"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

• Format: Paperback
• Language: English
• ISBN: 0471479101
• ISBN13: 9780471479109
• Release Date: August 2001
• Publisher: Wiley
• Length: 276 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.9" x 6.0" x 9.1"

Customer Reviews

FIRST BOOK TO SPECIFICALLY ADDRESS BRANDING IN ASIA

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

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 volatilitySo 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.

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

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