Asian Brand Strategy: How Asia Builds Strong Brands

by Martin Roll

This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

Genres: Business

272 pages, Hardcover

First published January 1, 2005

Reviews

[E · Rating 4 out of 5]

Unusual insight into Asian brands

Martin Roll has written a very informative book, in fact, nearly two books: one that covers foundational knowledge on branding and one that reports on branding in Asia. Amid the explanation of branding basics, Roll depicts how emerging Asian corporations are finally seeing branding as more than a name and a logo, and, thus, are making it a central part of their strategies. He predicts that the next, new generation of Asian corporate brand leaders will also become the next, new generation of global powerhouses. Roll deftly explains what makes branding work, and he shares his first-hand experiences working with major Asian corporations, he just doesn’t always pull the two together. Roll also tends to treat developed Asian nations, such as Japan and South Korea, and emerging economies, such as China and India, as if they are uniform. That aside, getAbstract applauds Roll’s informed take on Asian marketing strategy, and recommends this solid book on brand building and its global uses.

[Abhishek]

Some great insights about brand building in Asian markets...especially the Japanese cosmetics market and the footwear market in China..a must read for branding enthusiasts..

[Himanshu Gupta · Rating 4 out of 5]

A good primer on branding from a strategic level. Must read for Asian businesspersons.