A thoroughly updated second edition of the bestselling book Asian Brand Strategy, Martin Roll provides a comprehensive framework for understanding Asian branding strategies and Asian brands, based on new research and supported throughout by a wealth of new case studies. Martin Roll offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. Asian Brand Strategy includes theoretical frameworks and models and up-to-date case studies on Asian brands, and it a must-read for Asian and Western business leaders as well as anyone interested in the most exciting region of the world. Towards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from global branding efforts will be larger than ever before. The growing emphasis on shareholder value and brand strategy to drive value will move up the boardroom agenda and become one of the most prominent drivers of value in Asia Pacific. The book presents the Asian Brand Leadership model illustrating the paradigm shift Asian brands need to undertake to unleash their potential.Additionally, it needs to build up brand equity in other product categories like tablets and accessories. ... This is in contrast to Apple, which enjoys strong emotional and functional bonding with its customers. ... These include Xiaomi, Coolpad, Oppo, and OnePlus from China; Micromax and Karbonn from India; Smartfren, anbsp;...
|Title||:||Asian Brand Strategy (Revised and Updated)|
|Publisher||:||Palgrave Macmillan - 2015-07-07|