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Building Brands in Asia - From the Inside Out (Paperback, New)
Loot Price: R1,405
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Building Brands in Asia - From the Inside Out (Paperback, New)
Expected to ship within 12 - 17 working days
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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. Through a variety of sector and
country contexts - from facilities management to football clubs,
places to pop bands, home appliances to home weaving - we narrate
simply and clearly the value, meaning, auditing, aligning,
extending and architecture of brands from the likes of Haier, Ah
Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai
Airways in markets as diverse as Japan, Laos, Korea and Singapore.
Replete with anecdotes, interviews and case studies, Andrews and
Chew provide an insightful, detailed and timely examination for all
those interested in today's primary corporate preoccupation set in
the world's most exciting marketplace.
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