Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market - Couverture souple

Temporal, Paul

Couverture souple

ISBN 10 : 0471479101 ISBN 13 : 9780471479109

Editeur : John Wiley & Sons (Asia) Pte Ltd, 2001

Synopsis

"Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian caselets should convince us that the 21st century will see the emergence of more Asian regional and global megabrands." Professor John A Quelch Dean London Business School "Branding in Asia addresses an unusual situation in Asia - how is it that a region which has such high brand appreciation, produces few international brands of its own? The author's analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands." Felix Herrnberger President BMW Asia Pte Ltd "Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe, it is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a must have for any manager in Asia looking to embark on creating his own regional or global brand." Ray Dempsey Area manager McCann-Erickson South East Asia

A propos du livre

Biographie de l'auteur

Dr Paul Temporal is Asia′s leading expert on brand creation, development and management, having lived in the region for over fourteen years. He has worked with leading companies and governments, and is well known for his results–oriented and hands–on approach. He is also the author of a best–selling book, Corporate Charisma. He can be contacted by email at pault@pc.jaring.my

Détails de l'édition

• Éditeur: John Wiley & Sons (Asia) Pte Ltd
• Date d'édition: 2001
• ISBN 10: 0471479101
• ISBN 13: 9780471479109
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 2
• Nombre de pages: 276
• Coordonnées du fabricant: non disponible