000			02377nam a2200217Ia 4500
003			NULRC
005			20250520102915.0
008			250520s9999 xx 000 0 und d
020			_a471835765
040			_cNULRC
050			_aHD 69.B7 .T45 1999
100			_aTemporal, Paul _eauthor
245		0	_aBranding in Asia : _bthe creation, development, and management of Asian brands for the global market / _cPaul Temporal
260			_aSingapore : _bJohn Wiley & Son, Inc., _cc1999
300			_aix, 261 pages ; _c24 cm.
504			_aIncludes index.
505			_aIntroduction -- 1. Understanding brands -- 2. How brands are built -- 3. Understanding markets -- 4. Creating a powerful brand position -- 5. Brand management -- 6. Measuring brand success -- 7. Developing international Asian brands--problems and opportunities -- 8. Strategic communications for brand building. -- 9. International brand acceptance in Asia -- 10. Considerations in the International and global markets.
520			_a"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."
650			_aCOMPETITION, INTERNATIONAL
942			_2lcc _cBK
999			_c18427 _d18427