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Branding in Asia : the creation, development, and management of Asian brands for the global market / Paul Temporal.

By: Temporal, PaulMaterial type: TextTextLanguage: English Publication details: Singapore ; New York : Wiley, c2001. Edition: Rev. edDescription: ix, 291 p. : ill. ; 23 cmISBN: 0471479101; 9780471479109Subject(s): Branding (Marketing) -- Asia -- Case studies | Competition, International -- Case studiesDDC classification: 658.8275 LOC classification: HD69.B7 | .T45 2001Online resources: Publisher description | Table of Contents | WorldCat details
Contents:
TOC 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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode Item holds
Text Text Dr. S. R. Lasker Library, EWU
Reserve Section 		Non-fiction 658.827'5 TEB 2001 (Browse shelf(Opens below)) C-1 Not For Loan 10571
Text Text Dr. S. R. Lasker Library, EWU
Reserve Section 		Non-fiction 658.8275 TEB 2001 (Browse shelf(Opens below)) C-2 Not For Loan 10572
Text Text Dr. S. R. Lasker Library, EWU
Circulation Section 		Non-fiction 658.8275 TEB 2001 (Browse shelf(Opens below)) C-3 Available 10573
Total holds: 0
Browsing Dr. S. R. Lasker Library, EWU shelves, Shelving location: Circulation Section Close shelf browser (Hides shelf browser)
658.827 RII 2002 The 22 immutable laws of branding : 658.827 RII 2002 The 22 immutable laws of branding : 658.827 RII 2002 The 22 immutable laws of branding : 658.8275 TEB 2001 Branding in Asia : 658.83 BEH 1999 Handbook of marketing scales : 658.83 BOM 2000 Marketing research : 658.83 CHM 2002 Marketing research :

Includes bibliographical references and index.

TOC 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.

BA

Sagar Shahanawaz

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