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.

In the decade following the Asian financial crisis of 1997-1998, the management of organizations in Thailand has undergone significant change and development. The Changing Face of Management in Thailand examines in-depth the development of management during this pivotal period in the country's recent history.

The book draws together an impressive assortment of scholars, consultants and practitioners, whose experience and expertise significantly enhance our knowledge and understanding of this complex, multi-faceted Asian economy. The book is divided into 3 main sections:

• an examination of the political, economic, social and technological changes from 1997-2008
• specialist chapters that contextualise these developments from the marketing, HR and finance perspectives
• concluding sections focusing on public sector organizations, women managers, corporate governance, e-communication and the ?Thailand Brand?.

With a wealth of vignettes, anecdotes and illustrative quotations bringing each chapter to life, this volume offers a refreshing, updated and in-depth analysis of this rich, diverse and fascinating nation.

Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world's largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world's largest economic power. Europe has been able to make productivity gains from trade, fiscal and monetary harmonization to remain globally competitive while Africa, whose nations practice free trade, is largely ignored both in terms of forgiving debt and providing further credit. Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.

Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world's largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world's largest economic power. Europe has been able to make productivity gains from trade, fiscal and monetary harmonization to remain globally competitive while Africa, whose nations practice free trade, is largely ignored both in terms of forgiving debt and providing further credit. Each chapter of this volume details the characteristics of an individual market in Asia and demonstrates the challenges that marketers are likely to face in these environments. Covering not just production or consumption but trade as it is practiced now, this book outlines the new norms, conventions and service performance levels that these markets demand.

Contents:
Part I: 1. ASEAN Business Context 2. The Rise of the Multinational Part II: 3. Organizational Downsizing 4. Corporate Consolidation 5. Human Resource Management 6. Electronic Technology 7. Information Tracking Part III: 8. The Marketing Function 9. Product, Brand, and Pricing Strategy 10. Advertising and Promotion 11. Distribution

Contents:
Part I: 1. ASEAN Business Context 2. The Rise of the Multinational Part II: 3. Organizational Downsizing 4. Corporate Consolidation 5. Human Resource Management 6. Electronic Technology 7. Information Tracking Part III: 8. The Marketing Function 9. Product, Brand, and Pricing Strategy 10. Advertising and Promotion 11. Distribution

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.

The revised edition of our successful Raku book. Completely re-designed, black and white images have been replaced with colour and many new makers have been added to the gallery of artists, which is an overview of the contemporary scene and makes up about a third of the book. The text is almost completely re-written and updated with recent developments. This book is a comprehensive overview of raku, covering the history, clay types and firing of raku, as well as the glazes, techniques and reduction processes. The new edition also looks at the development of raku over the last 20 years, and at changes in the way it is perceived.

In the decade following the Asian financial crisis of 1997-1998, the management of organizations in Thailand has undergone significant change and development. The Changing Face of Management in Thailand examines in-depth the development of management during this pivotal period in the country's recent history. The book draws together an impressive assortment of scholars, consultants and practitioners, whose experience and expertise significantly enhance our knowledge and understanding of this complex, multi-faceted Asian economy. The book is divided into 3 main sections: an examination of the political, economic, social and technological changes from 1997-2008 specialist chapters that contextualise these developments from the marketing, HR and finance perspectives concluding sections focusing on public sector organizations, women managers, corporate governance, e-communication and the 'Thailand Brand'. With a wealth of vignettes, anecdotes and illustrative quotations bringing each chapter to life, this volume offers a refreshing, updated and in-depth analysis of this rich, diverse and fascinating nation.