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Search the Asia Pacific Management Forum database of over 1,000 pages. Use the topical search terms or clear the box and enter your own. Click options for complex or phrase search.
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- Which are more valuable - your brands or your customers? by Nick Wreden
Customer equity represents the lifetime value of customers. It is an invaluable tool for determining the 20% of customers who generate 80% of profits, and for identifying the 15% of customers who, on average, are unprofitable.
- Yahoo! vs. eBay in Asia: Who Needs Desperate Housewives? by Nick Wreden
This started out to be an East vs. West branding story. Could a dominant, high-powered US brand compete against a fast-growing, successful Chinese brand on its own turf?...
- Feed Branding. The Next Wave? by Fusion Brand
In the autumn of 2004, General Motors used a podcast to help
introduce its 2005 vehicle line-up. Microsoft soon followed suit, and now
dozens of companies are using podcasts as part of their branding mix...
- The Demise of Positioning by Nick Wreden
"Positioning" is dead, and McDonald's has just put up the tombstone. But what is really interesting for branding is what is taking its place...
- Branding in Asia by Dr Paul Temporal
A few introductory points on branding principles and how they apply to Asia in particular.
- Running Focus Groups in Asia by Rod Davies
Points to consider when running focus groups in this region. How Asian culture forces us to reconsider previous "rules" of running successful focus groups.
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