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Building brands in Asia (Hardback) From the inside out

Langue : Anglais

Auteurs :

Couverture de l’ouvrage Building brands in Asia (Hardback)
In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty. Focusing on the creation, development and management of brands in the world--s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now. Replete with anecdotes, interviews and case studies this book provides an insightful, detailed and timely examination for all those interested in today--s primary corporate preoccupation set in the world--s most exciting marketplace.
PartI: Introduction 1. Brand Building in Asia 2. Foundations of Branding 3. UnderstandingAsia Part II: Global Brands in Asia: Communication &, Management 4. Corporate Identity, Corporate Ethics 5. Consumer Brand Development 6. Services Branding 7. International Retailing Part III: Building Asian Brands 8. Consumer Brands 9. Asian Services 10. Destination Asia: Tourism &, Hospitality 11. Asian RetailersPart IV: The Future: Fusing East and West 12. The Hybrids: Managing Joint Brands 13. Lessons and Conclusions

Date de parution :

15.6x23.4 cm

Disponible chez l'éditeur (délai d'approvisionnement : 13 jours).

51,24 €

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Date de parution :

15.6x23.4 cm

Disponible chez l'éditeur (délai d'approvisionnement : 13 jours).

181,72 €

Ajouter au panier
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