Get Asian Brand Strategy: How Asia Builds Strong Brands PDF

By Martin Roll (auth.)

ISBN-10: 0230513069

ISBN-13: 9780230513068

ISBN-10: 1349543705

ISBN-13: 9781349543700

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Additional resources for Asian Brand Strategy: How Asia Builds Strong Brands

Example text

12 The wave or hallyu has spread to Southeast Asia and lately to Japan where it has had a strong impact. 13 South Korea’s broadcast authorities planned to send a delegation to promote their TV programs in India, Indonesia and Thailand in May and June 2005. 95 billion entertainment hub, “Hallyuwood”, north of Seoul.

Cit. 14 “Winning Asian strategies”, McKinsey Quarterly, (1), 2002. 15 “The 100 Top Brands”, Business Week, 2 August, 2004. 16 “Brand values and capital market valuations”, Mary E. Barth, Michael B. Clement, George Foster and Ron Kaszkik, Review of Accounting Studies, 3, 1998. 29 30 Asian Brand Strategy 17 “Exploring the brand value – shareholder value nexus for consumer goods companies”, Roger A. Kerin and R. Sethuraman, Journal of Academy of Marketing Sciences, 26, 1998. 18 “Market-based assets and shareholder value: a framework for analysis”, Rajendra K.

From exotic Asia to modern urban Asia Geishas, samurais, jonques, pagodas and lush jungles: these are the images of Asia that still resonate with many Westerners. These exotic images still imbue many of the advertising campaigns striving to sell Asia in the West. For many Westerners, Asia is still a mystery to be solved. ” 3 Seeing only the exotic and the traditional side of Asia would be misleading. Of course, many Asian brands have actively reinforced traditional Asian values: hotel brands such as Banyan Tree and Shangri-La have all emphasized hospitality, airlines such as Thai Airways and Singapore Airlines have also stressed Asian hospitality.

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Asian Brand Strategy: How Asia Builds Strong Brands by Martin Roll (auth.)


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