Branding in Asia :
Temporal, Paul.
Branding in Asia : the creation, development, and management of Asian brands for the global market / Paul Temporal. - Rev. ed. - Singapore ; New York : Wiley, c2001. - ix, 291 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Acer: The story of a successful Asian brand --
Tiger Balm: An ordinary Asian product becomes an international brand --
1. Understanding Brands --
The New Zealand Rugby Team: The All Blacks work hard to establish a new brand personality --
Padini Holdings: Creating and managing brands in a fast-changing market --
Branding a Country: Britain in Malaysia --
Just between friends --
2. How Brands are Built --
National Computer Systems: Building a brand and changing market perceptions after corporatization --
Expressions International: Branding and positioning lifestyle products and services --
3. Understanding Markets --
BMW in Asia: Psychographic segmentation --
Hello Kitty: Branding an idea and selling it to different segments --
Royal Selangor: A niche-market helps to establish an international brand --
4. Creating a Powerful Brand Position --
Southern Unit Trust: When is a unit trust not a unit trust? Establishing a position and re-positioning when the competition follows --
Asian Banks: Re-positioning for brand loyalty --
Volkswagen: Changing perceptions and positioning --
Stretching a brand --
Ikea: Using multi-positioning to establish market niche --
5. Brand Management --
Singapore Airlines: Managing a famous brand --
Banyan Tree Hotels & Resorts: A role model for brand guardianship in a niche-market --
Gucci: Revitalizing an old brand --
6. Measuring Brand Success --
Boon Rawo Brewery: Researching beer brand image and strategy options in Thailand --
7. Developing International Asian Brands --
Problems and Opportunities --
Tesco: A great business and consumer brand experience in Thailand --
Pillsbury: Choosing the right partner --
Asian Home Gourmet: Small players can position themselves globally --
Nautica: What makes an international brand? --
Malaysian Mosaics: Business-to-business global branding --
Sitra Wood: Building Asian brands internationally --
8. Strategic Communications for Brand Building --
SingTel: Enhancing brand image through sponsorship and event management --
9. International Brand Acceptance in Asia --
Manao Soda: A lifestyle product from Coca-Cola in Thailand --
The Levi's Story --
TAG Heuer: Breaking into Asia with a prestige brand --
Starbucks: Changing the nature of the category --
10. Online and Offline Brand Strategy --
Do You Yahoo! In Asia?: A great Internet brand thinks global, acts local --
Asiatravelmart.com: Putting the customer in control --
11. Considerations for Asian Companies to Compete in the International and Global Markets. TOC
0471479101 9780471479109
2001026637
Branding (Marketing)--Asia--Case studies.
Competition, International--Case studies.
HD69.B7 / .T45 2001
658.8275 / TEB 2001
Branding in Asia : the creation, development, and management of Asian brands for the global market / Paul Temporal. - Rev. ed. - Singapore ; New York : Wiley, c2001. - ix, 291 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Acer: The story of a successful Asian brand --
Tiger Balm: An ordinary Asian product becomes an international brand --
1. Understanding Brands --
The New Zealand Rugby Team: The All Blacks work hard to establish a new brand personality --
Padini Holdings: Creating and managing brands in a fast-changing market --
Branding a Country: Britain in Malaysia --
Just between friends --
2. How Brands are Built --
National Computer Systems: Building a brand and changing market perceptions after corporatization --
Expressions International: Branding and positioning lifestyle products and services --
3. Understanding Markets --
BMW in Asia: Psychographic segmentation --
Hello Kitty: Branding an idea and selling it to different segments --
Royal Selangor: A niche-market helps to establish an international brand --
4. Creating a Powerful Brand Position --
Southern Unit Trust: When is a unit trust not a unit trust? Establishing a position and re-positioning when the competition follows --
Asian Banks: Re-positioning for brand loyalty --
Volkswagen: Changing perceptions and positioning --
Stretching a brand --
Ikea: Using multi-positioning to establish market niche --
5. Brand Management --
Singapore Airlines: Managing a famous brand --
Banyan Tree Hotels & Resorts: A role model for brand guardianship in a niche-market --
Gucci: Revitalizing an old brand --
6. Measuring Brand Success --
Boon Rawo Brewery: Researching beer brand image and strategy options in Thailand --
7. Developing International Asian Brands --
Problems and Opportunities --
Tesco: A great business and consumer brand experience in Thailand --
Pillsbury: Choosing the right partner --
Asian Home Gourmet: Small players can position themselves globally --
Nautica: What makes an international brand? --
Malaysian Mosaics: Business-to-business global branding --
Sitra Wood: Building Asian brands internationally --
8. Strategic Communications for Brand Building --
SingTel: Enhancing brand image through sponsorship and event management --
9. International Brand Acceptance in Asia --
Manao Soda: A lifestyle product from Coca-Cola in Thailand --
The Levi's Story --
TAG Heuer: Breaking into Asia with a prestige brand --
Starbucks: Changing the nature of the category --
10. Online and Offline Brand Strategy --
Do You Yahoo! In Asia?: A great Internet brand thinks global, acts local --
Asiatravelmart.com: Putting the customer in control --
11. Considerations for Asian Companies to Compete in the International and Global Markets. TOC
0471479101 9780471479109
2001026637
Branding (Marketing)--Asia--Case studies.
Competition, International--Case studies.
HD69.B7 / .T45 2001
658.8275 / TEB 2001