Asian Brand Strategy

Abstract

Brand building takes time. The successful path can take many avenues depending on product, service, category, market, company heritage and many other factors. At one end of the brandbuilding spectrum lies the physical product or service with its tangible descriptors, and at the other end lie the intangible descriptors, with associations and perceptions linked to the brand’s values and personalities. Where should the boardroom start the process, and what is the right direction? These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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