Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market

Paul Temporal

ISBN 10: 0471479101 / ISBN 13: 9780471479109

Editore: John Wiley and Sons, 2001

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Riassunto:

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

Product Description: Book by Temporal Paul

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Titolo: Branding in Asia: The Creation, Development ...
Casa editrice: John Wiley and Sons
Data di pubblicazione: 2001
Legatura: Paperback
Condizione: Used; Very Good