TY - BOOK AU - Temporal,Paul TI - Branding in Asia: the creation, development, and management of Asian brands for the global market SN - 0471479101 AV - HD69.B7 .T45 2001 U1 - 658.8275 PY - 2001/// CY - Singapore, New York PB - Wiley KW - Branding (Marketing) KW - Asia KW - Case studies KW - Competition, International N1 - 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 UR - http://www.loc.gov/catdir/description/wiley036/2001026637.html UR - http://www.loc.gov/catdir/toc/onix07/2001026637.html UR - https://www.worldcat.org/title/branding-in-asia-the-creation-development-and-management-of-asian-brands-for-the-global-market/oclc/46976612&referer=brief_results ER -