Asian Brand Strategy (Revised and Updated) : Building and Sustaining Strong Global Brands in Asia

Praise for Asian Brand Strategy "Building successful global brands is -and will be -critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this, based on his extensive experience advising Asian corporations."-Dominic Barton, Global Managing Director, McKinsey & Company "Building brands have become a C-suite topic in Asia as Asian firms seek to globalize. Martin Roll provides a compelling framework, clear guidelines, and multiple insights into successfully brand marketing. A 'must-read' for anyone interested in the rise of Asia from the leading expert." -David Aaker, Vice-Chairman, Prophet; author of Aaker on Branding "Martin Roll's Asian Brand Strategy provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing." -Kevin Lane Keller, Professor of Marketing, Tuck School of Business "Branding is the hottest topic in marketing! Martin Roll describes all the key opportunities and challenges that Asian firms need to further challenge their Western competitors. As the leading expert on Asian brands, Martin Roll brings a unique knowledge and experience that make his book a 'must-read' for all global marketers!" -Dominique Turpin, President, IMD Business School "An insightful look into branding as a strategic tool for Asian companies -Asian Brand Strategy by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market." -N. R. Narayana Murthy, Founder, Infosys "Asian Brand Strategy is an important handbook for Asian executives aspiring to build strong brands. It provides a solid foundation for future success in the global market place." -John A. Quelch, Charles Edward Wilson Professor of Business Administration, Harvard Business School "The 21st century will be the Asian century. Asian corporations will naturally attain greater global prominence. However, they can achieve global recognition much faster if they pay greater attention to their brand strategies. Martin Roll's book could not be more relevant and timely. Asians should heed his advice." -Kishore Mahbubani, Dean, LKY School of Public Policy (NUS), author of The New Asian Hemisphere "Asian Brand Strategy is a brilliant publication with valuable in-depth analysis of the current Asian Branding Platforms that are shaping the retail and consumer perceptions of products and services in a highly dynamic and competitive Asia. The market place About the Author Martin Roll Business & Brand Strategist Martin Roll Company Martin Roll is the founder of Martin Roll Company, a global advisory firm. The company seeks to empower clients to succeed through better business performance and to become enduring, leading enterprises. Martin Roll delivers the combined value of an experienced global business strategist, senior advisor, and facilitator to Fortune 500 companies, Asian firms, and family-owned businesses on how to build and manage strong, global brands as well as leadership of high-performing, marketing-oriented businesses. Martin Roll is very experienced in engaging and advising clients at all management levels from business owners and C-suite leaders to functional staff across multiple industries and cultures. Martin Roll is a keynote speaker at global conferences, an experienced conference moderator, and executive workshop facilitator. He also teaches MBA, EMBA and Executive Education programs at Nanyang Business School (Singapore), and is a frequent guest lecturer at INSEAD and other leading, global business schools. Front Matter....Pages i-xx Introduction....Pages 1-14 Branding — The Driver of a Successful Business Strategy....Pages 15-36 Transforming How We Understand Asian Cultures and Consumers....Pages 37-68 Asian Country Branding....Pages 69-86 Celebrity Branding in Asia....Pages 87-106 Asian Brand Strategy....Pages 107-140 Successful Asian Brand Cases....Pages 141-182 Aspiring Asian Brand Cases....Pages 183-221 Ten Steps to Building an Asian Brand....Pages 222-250 Asian Brands Toward 2020 — A New Confidence in the Boardroom....Pages 251-293 Conclusion....Pages 294-296 Back Matter....Pages 297-335 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.