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Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market
By Dr Paul Temporal
Buildings age and become dilapidated.New book is the first to focus on brand building specifically for Asian companies In 1998, Nestlé paid £2.5 billion for Rowntree, best known for its blackcurrant pastilles, Kit Kat and other global brands, a company whose net assets were valued at only £300 million. In the same year, tobacco giant Philip Morris paid four times the net asset worth of Kraft to take over the company best known for its dairy products. Despite the premium paid for the acquisitions, both were considered good buys. The reason: marketers have for decades regarded brands as major company assets. Powerful brands provide security of demand and competitive differentiation. They also command premium pricing. Brands are the best guarantee of corporate survival. To this day, top brands of the 1920s - Kellogg's, Colgate, Kodak - are still maintaining their lead despite changing consumer purchasing and consumption habits. Here in Asia, the economic crisis has forced Asian companies to rethink their strategies as they try to compete with overseas competition. In order to survive well into the 21st Century, companies have to ask themselves, how can we...
However, developing a successful international brand is not an easy task. Most companies lack the necessary knowledge and expertise to execute the program. Branding in Asia : The Creation, Development and Management of Asian Brands for the Global Market presents a comprehensive and detailed study of brands in the midst of their brand building efforts, some with notable success, and what they are doing right. Using real brand-building cases from familiar Asian brands (Acer, Singapore Airlines, Royal Selangor) and major global brands that have successfully established themselves in Asia (Levi's, Ikea), Dr Temporal demonstrates how strong brands can be created and managed, for foreign companies in Asia and Asian companies venturing abroad. Finely-focused on "how-to" and "why" and using vivid illustrations from familiar Asian companies, the book outlines a practical model for building and managing brand equity which marketers can follow to begin developing strong, successful brands. Branding in Asia : The Creation, Development and Management of Asian Brands for the Global Market offers practical advice from a top class author on the subject. It comes highly recommended for all concerned with injecting value into their company. Dr Paul Temporal has had a distinguished academic, industrial and consulting career. For the past twenty years, Dr Temporal has been involved in training and consulting. In Britain, companies to which he has consulted include Texaco, Marks & Spencer and National Freight Corporation. He was also consultant to the Thatcher administration. Internationally, Dr Temporal has been a consultant to the World Bank, European Community, Intel and Standard Chartered Bank. Dr Temporal has extensive experience of introducing Strategic Marketing, Brand Management and Marketing Planning Systems to a wide cross section of companies in Asia, resulting in profit increases year on year of between 30 to 250 percent. Dr Temporal is also a much sought after conference speaker. Dr Temporal was educated at Leeds and Oxford Universities in the United Kingdom and holds a Bachelor, Masters and Doctorate in Management and Economics. About the publisher: Founded in 1807, John Wiley & Sons, Inc., is an independent, global publisher of print and electronic products specialising in scientific, technical, and medical books and journals; professional and consumer books and subscription services; and textbooks and educational materials for undergraduate and graduate students as well as lifelong learners. John Wiley & Sons, Inc., has publishing, marketing and distribution centres in the United States, Canada, Europe, Asia and Australia. The Company's Class A and Class B shares are listed on New York Stock Exchange under the symbols JWa and JWb respectively. John Wiley & Sons' Internet site can be accessed at http://www.wiley.com. For further information or to request for a review copy, please contact Teo Li Li on Singapore (65) 463-2400 or email lteo@wiley.com.sg.
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Branding Asia - articles, research, analysis, reviews & surveys on marketing & brand strategy in Asia.