The brutal truth about asian branding: and how to break the vicious cycle

The world of Asian* brands is best characterized by complementary portions ofconfusion, delusion and outright ignorance. The net result is that its development of Asian brands has been arrested and significantly lags behind those inthe West. Repeated surveys of Asians across the region confirm over and over again their overwhelming preference to drink Coke, wear Nike shoes and drive BMWs. Rare is the Apple zealot-like emotional relationship Asians will show forany Asian brand. Yet the region is awash with tens of thousands of new brandsthat emerge every other day reflecting an unstoppable energy and vitality that is fueling the increasingly universal belief that this century will belong to Asia (and China in particular). The continued absence of genuinely Great Asian brands (as opposed to merely ‘good’ brands) will at best slow down that prospect, at worse throw a real spanner into the works. Sooner or later somethingneeds and will happen. This book provides a clear and compelling blueprint for decision makers of the few but increasingly emerging Asian companies that recognize the vital value of strong brands for long-term sustainable competitiveadvantage INDICE: Introduction. 1. A time of profound change. The old world order. The new world order. The rest of Asia. 2. Branding in Asia Almost no Great Asian brand in sight and the five reasons why this is so. 3. Redefining Brand, Branding and Advertising. Brand and Branding: thinking differently. Branding madeeasy: the People Analogy. The Brand Blueprint: the pillar that holds up the company edifice. The Brand Proposition: the cornerstone of the Brand Blueprint.The relationship Branding and Advertising share. 4. Pre-Branding. Business goals and business strategy. The role of Corporate guiding principles. i. Vision. ii. Mission. iii. Core Values. 5. Brand Strategy. Differentiation. EmotionalDimension. Focused Target Audience. Ability to innovate and remain relevant. CEO involvement and leadership. Employee involvement and commitment. Intelligent Brand Architecture. CSR: The new branding imperative. 6. Methodology instead of Mythology. The Brand Audit Phase. The Brand Explorer Phase. The Brand Validation Phase. The Brand Blueprint Phase. Costing the project proposal. 7. TheAsian Way A fast track methodology: ABPP. 8. Brand Into Action delivering against your promise. 9. Conclusion: There is greatness in Asian brands.

• ISBN: 978-0-470-82647-8
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 250
• Fecha Publicación: 23/12/2010
• Nº Volúmenes: 1
• Idioma: Inglés