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

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Acknowledgments. Preface. Forword. Introduction. Understanding Brands. How Brands are Built. Understanding Markets. Creating a Powerful Brand Position. Brand Management. Measuring Brand Success. Developing International Asian Brands--Problems and Opportunities. Strategic Communications for Brand Building. International Brand Acceptance in Asia. Online and Offline Brand Strategy. Considerations for Asian Companies to Compete in the International and Global Markets. Appendix: Exercises. Index.

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