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Asian Brand Strategy: How Asia Builds Strong Brands |
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Asian Brand Strategy: How Asia Builds Strong Brands |
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基本信息·出版社：Palgrave Macmillan
·页码：224 页
·出版日期：2005年11月
·ISBN：1403992797
·条形码：9781403992796
·装帧：精装
·正文语种：英语
·外文书名：亚洲品牌战略: 亚洲怎么建立强大的品牌
内容简介 在线阅读本书
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
作者简介 MARTIN ROLL, CEO of VentureRepublic, the leading strategic advisory firm on branding. He delivers the combined value of an experienced international branding strategist and a senior advisor to corporate boards and top-management teams across the world. He brings more than 15 years of management experience from the international advertising and branding industry, and is a renowned keynote speaker at global conferences. Martin Roll is a frequent guest lecturer at INSEAD and a Visiting Professor at CEIBS in Shanghai.
编辑推荐 Review "Martin Roll's "Asian Brand Strategy" provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing."--Kevin Lane Keller, Professor of Marketing, Tuck School of Business
"Branding has become a hot topic for Asian companies which are no longer able to compete purely as contract manufacturers and now need to directly own the end consumer. As shelf space in bookstores get filled with myriad books on branding as the next best thing, Martin Roll's book Asian Brand Strategy stands out above the pack. It has the serious theoretical framework which underpins any real understanding of the role of branding in business. And it has the practical pointers which make it useful for anyone wanting to implement a brand strategy.
Roll's five major messages -- that branding can enhance shareholder value; that it must be led by the top person in a company; that it is not simply slick advertising and PR but a holistic integration of many business functions; that Asian companies must embrace branding to move up the value chain, and that branding strategies can be measured through metrics -- resonate strongly within my own company and have been the key factors for Banyan Tree's own success in branding."Growing presence of Asian companies in Western markets, high profile cross border M&A, and the spreading of Asian cultural and social trends have highlighted the potentialimpact of Asian brands in the global markets. But brand building has historically not been a high priority for many Asian companies. Martin Roll makes a compelling argument for branding to be one of the top issues for Asian CEOs to enhance shareholder value. He provides a thoughtful set of approaches, and illustrates these nicely with interesting cases from the region."
"--"Minsok Pak, Principal, McKinsey & Co.
"An insightful look into branding as a strategic tool for Asian companies - Asian Brand Strategy by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market."--N.R. Narayana Murthy, Chairman and Chief Mentor, Infosys Technologies Ltd.
"A must read for all business leaders interested in Asia, "Asian Brand
Strategy" elevates branding to the next level into the boardroom"--Torben Ballegaard Sorensen, CEO, Bang & Olufsen
"Martin Roll has provided a much-anticipated primer on how Asian companies approach the discipline of branding. With the focus of the world economy gravitating inexorably to the Asia Pacific region, Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow."--Alan Lammin, Publishing Director, Asia," Time"
Review "Martin Roll's
Asian Brand Strategy provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing."--Kevin Lane Keller, Professor of Marketing, Tuck School of Business
"Branding has become a hot topic for Asian companies which are no longer able to compete purely as contract manufacturers and now need to directly own the end consumer. As shelf space in bookstores get filled with myriad books on branding as the next best thing, Martin Roll's book Asian Brand Strategy stands out above the pack. It has the serious theoretical framework which underpins any real understanding of the role of branding in business. And it has the practical pointers which make it useful for anyone wanting to implement a brand strategy.
Roll's five major messages -- that branding can enhance shareholder value; that it must be led by the top person in a company; that it is not simply slick advertising and PR but a holistic integration of many business functions; that Asian companies must embrace branding to move up the value chain, and that branding strategies can be measured through metrics -- resonate strongly within my own company and have been the key factors for Banyan Tree's own success in branding.
I would strongly recommend this book as compulsory reading for anyone who wants to understand the power of branding and how to implement a practical, no-gimmicks brand strategy."--Ho Kwon Ping, Executive Chairman, Banyan Tree Group
"Growing presence of Asian companies in Western markets, high profile cross border M&A, and the spreading of Asian cultural and social trends have highlighted the potential impact of Asian brands in the global markets. But brand building has historically not been a high priority for many Asian companies. Martin Roll makes a compelling argument for branding to be one of the top issues for Asian CEOs to enhance shareholder value. He provides a thoughtful set of approaches, and illustrates these nicely with interesting cases from the region."
--Minsok Pak, Principal, McKinsey & Co.
"An insightful look into branding as a strategic tool for Asian companies - Asian Brand Strategy by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market."--N.R. Narayana Murthy, Chairman and Chief Mentor, Infosys Technologies Ltd.
"A must read for all business leaders interested in Asia,
Asian Brand
Strategy elevates branding to the next level into the boardroom"--Torben Ballegaard Sørensen, CEO, Bang & Olufsen
"Martin Roll has provided a much-anticipated primer on how Asian companies approach the discipline of branding. With the focus of the world economy gravitating inexorably to the Asia Pacific region, Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow."--Alan Lammin, Publishing Director, Asia,
Time Product Description Towards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from international branding efforts will be larger than ever before. The growing emphasis on shareholder value and brand strategy to drive value will move up the boardroom agenda and become one of the most prominent drivers of value in Asia Pacific.
Asian Brand Strategy 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, and it a must-read for Asian and Western business leaders as well as anyone interested in the most exciting region of the world.
The book presents the Asian Brand Leadership model illustrating the paradigm shift Asian brands need to undertake to unleash their potential.
First, mindsets and practices need to change in the Asian boardroom. The book invites a complete shift in the way Asian boardrooms think of branding: from a tactical view to a long-term, strategic perspective, from fragmented marketing activities to totally aligned branding activities, from a vision of branding as the sole responsibility of marketing managers to branding as the most essential function of the firm led by the boardroom.
Second, this new perspective must be steeped into a more acute perspective on the consumer behaviour patterns. Asia is not a homogenous entity. Even more importantly, Asian countries are more and more traversed by cultural flows permeating the region: cinema, music and fashion trends that are present extend beyond national borders to capture the imagination of millions. Branding and brands do not operate in vacuum, but are closely linked to developments in society, to people and to cultures.
Third, managers wanting to succeed in Asia need to abandon the idea of an oriental Asia of the past. Asian consumers are all vying for an Asian type of modernity that has nothing to do with colonial imagery.
Fourth, to create iconic brands, Asian managers will have to become trendsetters. The perspective developed in this book is that, in order to be successful, Asian brands need to capture the spirit of the region, but they also need to lead the way by creating that spirit.
Finally, this shift can be achieved only if everybody in the company is convinced by the power of branding and if all strategies and actions are aligned around the brand. This must be led by the Asian boardroom.
